BY CATHY PALMER Postcards - CreativePro

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BYCATHYPALMERDesignPostcardstoConnectMake sure your message is deliveredby laying out & printing postcards correctly.Since the mid-1800s, postcards have been acomparatively inexpensive way to send a shortmessage. But with so many modern options for flashydigital interactive messaging, how does the humbleprinted postcard survive? The reason is simple: Youcan’t avoid physical mail. Even if you just pick up thepostcard on the way to the recycling bin, chances areyou’ll see something on it.MAGAZINE34Excerpt: February March 2010SubscribeNow!As designers, our job is to use our skills to usethat brief encounter to convey real informationand, hopefully, prompt an action. By followinga few design strategies and production criteriawhen creating postcard layouts, you can offer yourclients an effective, lower-cost vehicle to get theirmessages across.next page»full screen1

Design Postcards to ConnectMailing Rates Vs Delivery TimesIf your client demands postcard rates, which are lower than First-Classconsidered the mailing panelmail, you must design within those parameters to avoid higher rates and(more commonly, the “back”)surcharges. But do prepare your client with the information that whenand has the most restrictions formailed First Class, postcards arrive at their destination more quickly andpositioning of graphic elements.with fewer quantity restrictions.My recommendations in this articlewill, for the most part, result in aTable 1: Postcard Ratespostcard back readable by the PostPostcard Rates DomesticTo USA To Mexico To the restOffice’s scanners. That lets you take& Canada of the worldadvantage of lower automation orU.S.A.0.28 US —0.79 US 0.98 US bulk rates.Canada0.57 C 1.00 C —1.70 C The address must be parallel toGreat BritainFirst Class0,62 —0,56 the longest side, so that it’s readable0,39 when the postcard is horizontal.Second Class0,30 (Cards that areALIGN WITH UPPER RIGHT CORNERAustralia (a.k.a. 0.55 AUS 1.40—1.40 AUS square, round, orTO CHECK POSTAGE CLEAR ZONEsmall letter)AUS die-cut shapescan ignore thisPOSTAGEregulation, sinceCLEARarea is larger and extends past the trim, allowingthey’ll be hand-sorted by the PostZONEimages to appear right up to the cut edge. The liveOffice.) The rest of the graphics1.25"area is the inner safety zone for important imageson the mailing panel can be theand information, where there’s no risk that they’ll besame orientation as the addressshifted too close to the trim and risk being cut off.or rotated, as long as they don’tinterfere with the postal scanning.MAILING ADDRESSKeep the Clear Zones Clear. There are no specialIn any print project, there areCLEAR ZONEprinting considerations for setting up the trim, bleed,three edges to be aware of: trim,and live areas for postcards, but there are definitelybleed, and live. The trim area is themailing guidelines for where ink is permissiblemost obvious, being the finished2.75"(Figure 1).size of the printed piece. The bleed“Clear zones” are locations that are reserved forpostal use, so don’t place text or graphics in thoseFigure 1: Clear zones reserved for postalareas. Ink coverage less than 10% density is allowed,use must be kept free of text or graphics,ALIGN WITH LOWER RIGHT CORNERso avoid printing in the grey areas.TO CHECK MAILING ADDRESS CLEAR ZONEso very light screened-back photos and tint colorsYou can let your imagination run wild on the frontof a postcard (as long as nothing can be mistaken foran address or indicia). However, the back side andthe card’s overall dimensions must adhere to severallayout rules and ink and paper choices if the cardsare to be delivered as quickly as possible for thelowest possible cost. These strictures vary across theworld; in this article, I’ll focus on United States postalregulations, but two tables do include information onpostcard sizes and rates around the world.How to Design the Best BacksWhichever side holds the ship-to address isPOSTCARD CLEAR ZONES1.25"DANGERSAFE AREATRIM EDGEBLEED2.75"The Post Office scans this entire area for addresses.Any address placed lower than 2.75"from the bottom edge of the cardshould NOT contain a state or ZIP code,or risks being used as the delivery address.0.625" MIN.BARCODE CLEAR ZONEALIGN WITH LOWER EDGETO CHECK BARCODE CLEAR ZONEMAGAZINE342.75"NO MAILABLE ADDRESSIN THIS AREAExcerpt: February March 2010SubscribeNow!«previous pagenext page»full screen2

might be OK, but it’s safer to keep these areas entirelyfree of printing.To qualify for the lower presorted standard andbulk rates, you must keep the postage, address, andbarcode zones clear of any unrelated printing. (FirstClass mail is less strict about the clear areas requiredbut does cost more to send.)The upper right corner—1.25" down from the topand 1.25" from the right edge—is a postage clearzone reserved for the indicia (mailing permit imprint),metered postage, or stamp.The lower right corner—2.75" up from the bottomedge and 2.75" from the right edge—is the mailingaddress area where no other visuals except the shipto address may appear. Because the indicia must bepositioned to the upper right of the delivery address,the top of the address must start lower than the 1.25"postage clear zone from the top edge.An area at least 0.625" (5/8") across the bottom(longest) edge of the mailing side should be keptunprinted for the sorting barcode. The Post Office willprint a barcode here if the area is clear, or slap on abarcode label to cover the area if there is any printing.Either way, any artwork in that space will get coveredup, or worse, make your postcard unmailable.Make the Address Machine-Friendly. Themail-to address is critical to delivery. Follow therecommendations below so that automated postalequipment can read and understand the address text.❱❱ Face: Serif and script typefaces may be difficult forpre-sorting scanners to read, so the Post Officerecommends sans serif.MAGAZINE34Excerpt: February March 2010❱❱ Case: Uppercase letters are more evenly shaped andeasier to scan, so use all-caps whenever possible.❱❱ Size: 10 to 12 point is optimal for the postalscanners to read, so make that cap-height yourminimum.❱❱ Spacing: Overlapping characters caused by too muchtight kerning/tracking can confuse the scanner, butextreme letterspacing can be a readability problem,too. Keep the horizontal letterspacing so that eachcharacter stands alone without overlap.❱❱ Leading: If you don’t use all caps, overlappingcharacters can happen between lines of text as well,so leave enough vertical space clear between lines.❱❱ Underlines: Additional ink near the letters canconfuse the character shapes, so no underlines.The address locations are also important toscanners. Including a return address is a greatopportunity for branding and providing contactinfo, but be careful with the positioning of the returnaddress in relation to the mailing address. The relativeposition of To: and From: will determine which addressthe Post Office uses for delivery. Use the wrong returnaddress position, and all of your postcards mightmistakenly be sent to the sender!Any text within 2.75" of the bottom edge will bescanned as a potential mailing address, so keep yourreturn address above this area. Also, be sure yourmessage can’t be mistaken for an address—don’tinclude state or ZIP code in your text, or it might bemisinterpreted.“Thank you so much formaking our company shinein the eyes of our client.They were very impressedwith the brochures. Wehave truly found a partnerin PrintingForLess.com.- Heather Rothnie, Art Copilot, Inc.“Design Postcards to ConnectIt’s Right.Create Mailing Permit Indicias. An indicia is textthat tells the Post Office the details of how the mailSubscribeNow!«previous pagenext page»full screen3

Design Postcards to Connectdelivery is being paid for. (The U.S. Postal Servicecalls it a “Mailing Permit Imprint,” but for simplicity’ssake, let’s stick with “indicia.”) It should be in the sameupper-right location where you’d put a postage stamp.Indicia text should be 10 to 12 points, all caps, and asans-serif typeface. The indicia imprint can be four orfive lines, as needed to fit in a compact area, and canbe enclosed in a box or not (designer’s choice).An indicia for outbound mail has several requiredtext elements, in this order:1. The RATE MARKING, showing the mailing serviceused.2. The words “U.S. POSTAGE PAID”, usually with “PAID”on its own line.3. The CITY and STATE where the mailing permit’s held.4. The words “PERMIT NO.” and the mailing permitnumber.Depending on the mail services you use, indicia RateMarkings can include any combination of First-Class,Standard, Bulk, Pre-Sorted, Non-Profit Organization,and/or Customized Market Mail. A mailing permit hasregistration costs and minimum quantities that may betoo much expense for a small client or project, so manyprinters and mailing houses will let you use their permitinformation on your mail piece.Postcard SizesCards that qualify for the postcard mailing rate start at3.5" 5" size (the smallest allowed size of any U.S. mailpiece) and go up to a maximum of 4.25" 6". The mostcommon postcard trim size is 4" 6".MAGAZINE34Excerpt: February March 2010Any piece larger than 4.25" 6" up to 6.125" 11.5"is charged the First-Class rate, even when it’s a flat,unenclosed card. Some standard trim sizes that mail asFirst-Class include Large 5" 7", Deluxe 6" 8.5", andSuper Size 6" 9" postcards.In addition to width and height, depth (thickness)also has minimum and maximum limits. A ¼" is themaximum thickness for a standard piece of mail,including postcards larger than 4.25" 6". A cardthicker than that is considered a flat or large envelope,with different postal rates. Standard mail has a 0.009"minimum thickness if the piece is 4.25" 6" or larger,but mailers sized smaller than that are allowed to beslightly thinner. Postcards within the 3.5" 5" to 4.25" 6" range can be as light as 0.007 inches thick, and upto 0.016" thick. Less than that is just too thin and flimsyto go through the mailing equipment. See Table 2 forthese numbers at a glance.Proportion matters, too: The aspect ratio has tofall within a certain range to be mailable at regularpostage rates. The aspect ratio (length divided byheight) has to fall between 1.0-to-1.3 and 1.0-to-1.25inclusive, or it’s considered non-standard. Anythingnon-standard must be processed manually, whichcosts more. Square or skinny shapes outside ofthis range won’t go through the automated postalequipment, so those get a manual-handling surcharge.You can quickly evaluate your project against allof these size criteria by using a free template fromthe Post Office. The Dimensional Standards TemplateTable 2: Postcard Sizes Around the WorldCountryPostal ServiceWeb SiteU.S.A.United StatesPostal ServiceCanadaSmallestWidth HeightLargestWidth HeightMinimum MaximumThickness ThicknessMin-MaxWeightShapeshttp://www.usps. 3.5" 5"com/4.25" 6"0.007"0.016"—CustomizedMarketMailCanada Post http://www.Postes Canada canadapost.ca/90mm 140mm120mm 235mm0.18mm5mm3g – 50gDimensionalAdMail AdCardGreatBritainRoyal Mailhttp://www.royalmail.com/portal/rm90mm 140mm120mm 235mm—5mmup to100gNon-rectangularpostcards mustbe enclosedin envelope &mailed at letterrate.AustraliaAustralia Posthttp://www.auspost.com.au/88mm x138 mm130mm 240mm—5mmup to250gImpact MailSubscribeNow!«previous pagenext page»full screen4

(Notice 3A) is an easy way to check for minimum size,proper height to length ratio, and thickness of yourmail piece. Just align your design sample over thiswhite plastic card and see if the corners fall within therecommended dimensions (Figure 2). There’s evena slot to test the maximum thickness of your designsample; if it fits through, it’s OK to mail. Pick up atemplate at your local Post Office.Reply MailSubscription cards inside magazines are an exampleof Reply Mail—postcards meant to be sent backto the source. The Post Office has a few options forthese kinds of postcards: Business Reply Mail (BRM)and Courtesy Reply Mail (CRM). If your postcardis sent BRM, the sender pays for return postage. Ifthe postcard is sent CRM, senders have to add theirown stamps. The Post Office delivers BRM and CRMpostcards faster thanstandard mail, givinga possible businessadvantage of several days.A third option, MeterReply Mail, uses preprinted metered postageaffixed to it that doesn’tget charged until it arrivesat the originator. Butsince the MRM formathas no special limitationsto design around, I won’tcover it in this article.There are so manyrestrictions on BRM andCRM card layouts that it’sbest to use the official“Brilliant as ever. I washugely impressed with theturnaround time - as wasthe client. Ordered onMonday, delivered the nextday- what more could I askfor! You are our best keptsecret printing weapon.“Design Postcards to Connect- Melanie Roddam, mc2 Design Group LtdIt’s On Time.Figure 2: A free template fromthe Post Office helps check mailpiece dimensions. To get anactual template, contact a PostalBusiness Service Center.MAGAZINE34Excerpt: February March 2010SubscribeNow!«previous pagenext page»full screen5

Design Postcards to ConnectPost Office digital templates (Figures 3 and 4). You candownload Mac and Windows files in several trim sizesat http://pe.usps.com/mpdesign/mpdfr addl all.asp.These well-structured documents have an InstructionsLayer, Working Layer, and Dimensions Layer. They’reavailable as Illustrator, Acrobat PDF, and Freehand files,but unfortunately not as InDesign files.There are more detailed layout guidelines forBRM in Quick Service Guide 507a and for CRM inQuick Service Guide 507b. Check your postcardproject against all of these criteria by using the freeAutomation Letters Template (Notice 67).Shapes: Beyond the Standard RectangleSo far I’ve covered rectangular postcards within afairly narrow range of size and proportion. But you cansend almost any flat shape through the mail. In 2005,the USPS started the Customized MarketMail (CMM)program, which allows for die-cut “shaped mail” tobe sent through the postal system. The first oversizedspecialty die-cut postcard mailed was shaped like abox of Krispy Kreme doughnuts.Don’t worry that odd postcard shapes will betangled in the mail sorter. Because these pieces aresent express to each ZIP code distribution center andFigure 3: Layout guidelines for Business Reply Mail are in the Dimensions Layer of the template.MAGAZINE34Excerpt: February March 2010SubscribeNow!then hand-sorted by the final postal carrier, they don’tever go through any automated machinery. Minimumdimensions of 3.5" 5" and 0.007" thick still apply, butthe maximum size for CMM is 12" 15" 0.75" with atop weight limit of 3.3 ounces. Uniform thickness is notrequired, and attachments up to ¼" thick are allowed.That means you can glue things onto your postcard,such as a product sample. The only shape limitationsare the die-cutter tolerances at your print finisher.CMM materials can be anything semi-rigid thatfits within the dimensional criteria. That meansmaterials that would otherwise be consideredFigure 4: The Dimensions Layer of the CRM digital template shows the layout guidelines.«previous pagenext page»full screen6

Design Postcards to Connectunmailable are now open for consideration: clear orsemi-transparent; mirror-reflective; rough and heavilytextured; furry; fluffy; and spongy surfaces are all fairgame for CMM.Having your odd postcard shapes gently handledby people during every step of the delivery processhas its price, and some benefits. Between the expressdelivery and the prioritized hand sorting, CMM canactually be faster than First-Class mail. The postageitself is not bad, but the cost of organizing and drop-Performing PostcardsThe point of any postcard is to deliver a message.Many marketing postcards are meant to be returned tothe sender so the message impact can be measured.Whether they come back by mail or in person, you asthe designer can improve the return rate. For example,use the Business Reply Mail (BRM) or Courtesy ReplyMail (CRM) layout formats (see page 22). Those littleblack bars help with automated pre-sorting for returndelivery that can dramatically reduce time in transit.A strategy that encourages in-person returns is todesign a postcard that takes on an additional role: anevent invitation can also act as an entrance ticket, asale announcement can do double duty as a coupon,even a simple schedule reminder can become an active appointment card. People lining up with postcardsin hand is proof that the mailing was effective.Some postcards are sent out, and meant to be saved.Beautifully designed postcards can earn a permanentspot on bulletin boards, scrapbooks, walls or refrigerator doors as art that constantly reminds people of theirsource and message with creative visuals they don’tmind displaying.MAGAZINE34Excerpt: February March 2010shipping each CMM ZIP-zone batch can add up. Note:Due to the additional expense of drop-shipping toeach postal station, CMM is more cost-effective whentargeting specific ZIP codes than when sending toscattered addresses across the country.Because of the multi-stage delivery process, CMMwon’t be returned to the sender, so you must include“Carrier-Leave If No Response” on CMM pieces in thelocation of the return address or under the returnaddress, in a minimum 8 pt font size. Be sure to leavea 3.375" 2.5" area to include the mailing address,optional return address, indicia, and “Carrier-Leave IfNo Response”.Not just any mail house can participate in thisspecialized delivery process. The postal servicerequires the sender to be registered with certainmailing capabilities confirmed. Check with yourprinter to see if they have the die-cutting and mailsorting capabilities required for CMM shipments.The special standards for designing CustomizedMarketMail are in Quick Service Guide 705a.With a huge size, almost any shape, and minimalrestrictions on materials, Customized MarketMail isthe place where creative postcard inspiration canflourish. CMM will cost you extra, but the dramaticimpact of sending attention-getting shapes in themail may be worth the expense (Figure 5).Printing PostcardsPostcard printing is fairly straightforward. You canoutput at your local press or find lots of affordableoptions from online printers.SubscribeNow!«Figure 5: This sampling gives you a taste of how you can push thelimits of a “postcard.”Base Stock. If you want the Post Office to processyour cards automatically, the stock must be between0.007" and 0.016" thick, and bar-coded pieces morethan 4-1/4" high or 6" long (either dimension) must beat least 0.009" thick. Rigidity is also an issue; make surethe stock isn’t too flexible.In general, avoid patterns, textures, and colorsof more than 10% density from white. Within theseguidelines, there may be plastics or other non-papermaterials that qualify for postcard or letter rate. Ifyou use a stiffer plastic or heavily laminated stock,the rigidity may bump it up to an “automated flat”rate. Check stock samples with the Mailpiece DesignAnalyst at the nearest Postal Business Service Center,because only they can make the final call.As you discovered in the section "Shapes: Beyondthe Standard Rectangle," paying a little extra for a “flat”previous pagenext page»full screen7

Design Postcards to Connectrate or manual handling opens up many more optionsfor mailing postcards made of different materials.Varnishes. Flood varnishes or coatings can add anice look and feel to the finished card, but that’s noteverything to consider. You may want to keep thepostcard surface uncoated or matte so it’s easier towrite on, especially if it’s a survey or appointment card.For a calendar or reference postcard that’s intendedto be kept and handled repeatedly, adding a heavylaminate or UV coating will make the card moredurable.MAGAZINE34Excerpt: February March 2010ohic toGrap o trimtclose the, inedge zone.erdangDanger Zone - Important layout elements in this area may appear too close to trim.Safe Zone- All importantelements should be withinthis area to prevent beingtrimmed off.This is also theminimum border width.Trim Line - Finished edgeBleed - All edge elementsshould extend past the trimto the bleed line.thehic inGrap area isRAECLmusttint,30%tint%be 10 .sor lesLent lum zzriliquam quisis eu faccum dolor iriliquatem do dit lutetue riustin venisadignis euisi enit adipisi te feu faciniam dolor acilit luptatisim in henit ute moloratue erilit nibh ero core conullaore core vel iurer se min vulland ipiscidui eum vullaorpero cor sis nonsequat. Ut lutpatem zzrit, conum quaColor Control. There are amazing deals online forprinting large quantities of color postcards. Manytimes, these cards are batch-printed with otherorders, so your postcard may be one small sectionof a ganged-up press sheet. You may not have theopportunity for exacting color adjustments and canreasonably expect to get “pleasing color” results only.If your project needs precise color execution, beware,but if pleasing color is acceptable, then by all meansgive these options a try.and Illustrator. But beware that each source has itsown agenda. Printers are most concerned aboutwhere the ink hits the paper, the Postal Service issimply enforcing pre-sorting and automated mailprocessing, and the design programs encouragecreativity without worrying about critical aspects formailing (Figure 6).Figure 6: When you overlay the postalguidelines for positioning text andgraphics, it’s clear that this InDesignpostcard template is not a good layoutexample to follow.Lent lum zzriliquam quisis eu faccum dolor iriliquatem do dit lutetue riustin venisadignis euisi enit adipisi te feu faciniam dolor acilit luptatisim in henit ute moloratue erilit nibh ero core conullaore core vel iurer se min vulland ipiscidui eum vullaorpero cor sis nonsequat. Ut lutpatem zzrit, conum quaInks. Don’t use metallic inks for addresses, because thereflection makes the text unscannable. Also be sure tokeep the address color darker than the surroundingarea, with a color contrast of at least 15% from thebase it’s printed on. Black ink for addresses is the safestchoice, and what the Post Office recommends.Tempting TemplatesWith all of these production criteria to consider,optimal postcard design might be more complexthan you originally thought. It’s tempting to usea template for guidance. Postcard templates areavailable from printers and the postal service, andas part of support files that ship with InDesignyrtiallnly pas is o a, so thisserdg aded ord areMailin esignate pre-sort alifyedbeqthoott uinnnannedple caexam atically sc ates.rmauto er mailingwfor loCLEAR AREA FOR BARCODE & POSTAL MARKINGSAddressee Name1234 Anywhere Avenue Suite 0000City, State 00000-0000CountryMAILINGADDRESSAREA1234Anywhere Avenue, Suite 1234 City, State 00000-0000entsin thee.Text area prev getyarcodRCLEA g, and ma or inkjet binlnenbaa lasced bycoverSubscribeNow!CLEARAREAFORINDICIA«previous pagesddres ander’s aSend s a state deinatsition gconde poinZip co the mail ardcWBELO s, so this rnedsuaddre to be retlyeis lik sender.eto thnext page»full screen8

IntroducingDesign Postcards to ConnectFor commercial postcard printing templatesand layout guides, try PrintingForLess.com, ModernPostcard, Boss Logo, Next Day Flyer, or 4by6.As I’ve mentioned in previous sections of thisarticle, the Postal Service offers working templatefiles for BRM and CRM, and plastic templates withmeasurements and guidelines. These are your bestbet to ensure that your design qualifies for the lowestpossible rates and the most delivery options.Adobe’s InDesign and Illustrator postcard templatesare problematic because they don’t follow the bestpractices described in this article. In fact, as Figure 6 onthe previous page shows, some of them wouldn’t evenbe mailable! However, they’re fine for visual inspirationbefore you get into production setup.InDesign CS3 and CS4 templates are in Library Application Support Adobe Templates InDesignin their respective version folders, with a postcardexample in the Business Sets folder. You can alsonavigate to the InDesign examples by choosing File New Document from Template. In Illustrator CS3,check out Cool Extras Templates to find folderswith Basic and Inspiration examples, and in IllustratorCS4 look in the Cool Extras en US Templates fora few options.Customized MarketMail or package. Add in lowerrates for pre-sorting and bulk quantities, discounts forNon-Profit Organizations, and surcharges for manualhandling, and there are lots of factors that determinethe actual cost of mailing. Don’t worry, there’s afriendly neighborhood Mailpiece Design Analyst(MDA) to check your work and make sure it fits thecriteria. Run a sample of your project past the MDA atany Postal Business Service Center for a free mailingevaluation, find the one nearest to you at http://www.usps.com/ncsc/locators/find-bsn.htmlAs designers we can create postcards that peoplemay glance at and toss out, or that catch theirattention with immediate visual impact. Beyond thedesign of your message, there are plenty of ways tolayout your postcard for optimal results. With a verystraightforward printing process and a fraction of thecost of other delivery options, these little mailers canbe valuable communicators.Legendary PFL servicenow available to the trade800-930-0939pflpro@printingforless.comOr it’s Free.Cathy Palmer is an award-winning graphic designer who hasworked in both the creative and production sides of publishing.She currently provides digital media skills training and seminarson graphics applications, teaching designers how to build smarterpages and let their computers do most of the work so they can focuson the creative stuff.Better Postcards by DesignBased on its dimensions and setup, a mail piececan qualify as a postcard, letter, automated flat,THEMAGAZINE34Excerpt: February March 2010SubscribeNow!«previous pagenext pageTRADE»PRINTERfull screen9

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POSTCARD CLEAR ZONES Table 1: Postcard Rates Postcard Rates Domestic To USA To Mexico & Canada To the rest of the world U.S.A. 0.28 US — 0.79 US 0.98 US Canada 0.57 C 1.00 C — 1.70 C Great Britain First Class 0,39 Second Class 0,30 0,62 — 0,56 Australia(a.k.a. small letter) 0

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