In a recent Presort.com article by Jim Tierney at MultiChannelMerchant.com, some excellent considerations were highlighted regarding catalog weight trends and decisions.
It’s easy to want to decrease paperweight to minimize postage, especially in lieu of last year’s economic downturn. In fact, a recent 2010 Outlook survey indicated that 39.2% of catalogers were doing just that! However, paperweight isn’t just a critical component to postage costs, it’s also a critical factor in a catalog’s overall appearance. Finding the right paperweight that suits the audience and the product influences purchasers to buy.
Dan Walsh, vice president of catalog/publication papers at distributor Bradner Smith & Co states, “there will likely be more show-through from the other side of the page, possibly making the appearance of your product less attractive to your customer” in using a lighter paper. It can also make the product itself “feel” less substantial.
For catalogers, the costs may “outweigh” the benefits if a hasty decision is made to decrease paperweight. A good rule of thumb is to first test a variety of paperweights and then compare results. That way you’ll ensure the maximum ROI.
