Apparently, they've been around spamming the internet before "mass mailings". Take a look at this "FAQ" site put up containing details about the Nouveau Society, the "people" actually, just a bunch of names carefully chosen for psyche triggers), and the publications they offer.
Note, you can still "mass mail" using First Class pre-sorted. The postage is for first class but comes out cheaper than $0.37 because the mail is presorted when brought to the post office. But the mail being sent "first class" doesn't mean that it can't be pre-sorted.
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