When you can’t compete, bash the other guy!

According to a recent Washington Post article, the United States Postal Service (USPS) is beginning a television ad campaign this weekend to point out that messages sent via snail-mail are not susceptible to computer viruses and can't be erased with a simple click of a button. This is an attempt to generate some business as the USPS is set to announce historic losses.


Don't get me wrong, there is an advantage to sending some messages via the traditional parcel service BUT let's be honest about what is really happening here. In its current form, the Postal Service simply cannot compete with emerging technology. Rather than pointing out the rather small number of downsides of your competitor, why not try to adapt the organization to better serve a changing communications environment.
An ad campaign trying to sell an out-of-date model just seems like a waste.