Wisconsin newspaper uses Apple AirTags to track delivery delays

By Linn’s Staff

In an innovative move to address ongoing mail delivery issues, The Lakeland Times, a biweekly newspaper based in Minocqua, Wis., has employed Apple AirTags to monitor the journey of its newspapers through the United States Postal Service mailstream.

This strategy aimed to pinpoint where and why delays occur, particularly those affecting subscribers in rural areas.

The newspaper’s management, led by general manager Heather Holmes, initiated this approach in response to a surge in subscriber complaints about late or missing deliveries.

By placing AirTags in sample mailings with permission of the recipient, the team could track the real-time location of their newspapers.

The data revealed significant delays and misrouting, especially after the 2021 closure of the mail distribution center in Wausau, which led to mail being rerouted through Green Bay — a facility reportedly overwhelmed by the increased volume.

These delivery challenges have had tangible impacts on The Lakeland Times’ operations. Over the past four years, the newspaper has reportedly lost nearly 500 subscribers and approximately $100,000 in revenue because of delivery issues. In an effort to mitigate these problems, the newspaper has hired drivers to deliver papers directly to local post offices, ensuring timely dispatch. Despite these efforts, the reliance on USPS for last-mile delivery seems to remain a critical bottleneck.

The situation reflects broader concerns among rural newspapers in Wisconsin. Publications like the Iron County Miner and the Mellen Weekly Record have also reported significant delivery delays, with some subscribers receiving newspapers weeks late or not at all. These issues have prompted calls for action from local publishers and lawmakers. Wisconsin congressman Tom Tiffany and Wisconsin senator Tammy Baldwin have both expressed concerns, urging USPS to address the service disruptions affecting rural communities.

The USPS has acknowledged the challenges and is reportedly reviewing its operations to improve service reliability. However, for newspapers like The Lakeland Times, the use of consumer technology like AirTags has become an essential tool in holding the Postal Service accountable and striving to ensure that subscribers receive their newspapers in a timely manner.

Similar reports to the Wisconsin situation have been cited in postal news around the country, so while this example may seem regional, there appears to be similar situations happening more frequently nationwide.

To see the detailed article, describing the tracked paths of two sample newspapers, visit the Wisconsin Newspaper Association online.

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