This illustration is from the postal document E8-8621, showing the addressing changes for periodicals and other automated flat mail. The new address changes take effect March 29, 2009.
I find it somewhat confusing as the address appears to be upside down on the front cover of the magazine. My understanding is that with the equipment recently purchased by the United States Post Office, the address is actually right side up and correct for the equipment. Visually, it's upside down for the reader, not the postman.
I contacted Sean Stiewe, our postal service representative at QuadGraphics, and asked him if I had interpreted the rules correctly. Sean replied, "It looks that way as of right now. I am waiting to see how Quad is going to handle this with the post office."
Currently, the delivery address is right side up on the front cover. We'll keep you posted on this issue as March 2009 nears.
Here's a comment from our QuadGraphics, account manager Brian Kusserow:
"I just wanted to expand a bit on the new standards.
Back cover addressing would be right reading.
The USPS rule is that the book is held by the carrier halfway up the spine with the right hand....that's how they will read the address.
For FRONT cover addressing: holding the spine in the right hand, means the address will need to be printed upside down. For BACK cover addressing: holding the spine in the right hand, means it will be right reading. However, the address would need to be at the TOP of the back cover.
There will be more information to follow when it is made available."
