Keep in mind that the delivery address need not be horizontal (perpendicular to the bound edge) as many are today. You could use a vertical address orientation, which means the address reads parallel to the bound edge, as some catalogs already do. If you do use this option, the address can cross the halfway point of the catalog as long as it’s placed within one inch of the top edge, an important point for smaller catalogs that would have trouble fitting the address block in the top half.
There are some other nuances to the new requirements. If you use polywrap or envelopes to mail your catalogs, look at the actual requirements.
Fonts and Spacing Rules
New requirements for delivery address font sizes and character/line spacing specify that unless the catalog is mailed at automation postage rates, a minimum font size of 8 point type (each character has to be at least 0.080 inches high) must be used for the delivery address. For catalogs mailed at automation rates, a minimum font size of 6 point type (each character must be at least 0.065 inches high) can be used, but the address must be printed in all capital letters.
If you’re mailing at automation rates, there’s more: The characters in the delivery address can’t overlap — they can touch, so script fonts are OK — and the lines in the delivery address can’t touch or overlap.
In addition, each element on each line of the delivery address must be separated by no more than five blank character spaces. For example, ‘‘ANYTOWN US 12345’’ would meet the requirements. ‘‘ANYTOWN US 12345’’ wouldn’t. A blank character space equals the width of the widest character in the address.
Who Has to Worry?
As a big catalog customer, I took a walk through a stack of catalogs I received at home. Out of 40 or so catalogs, only seven or eight met the new delivery address placement requirements. Most had their addresses on the bottom of the back cover. If these companies want to continue printing the delivery address on the back cover, they need to move it to the top half.