Strategy: Catalog Cost Cutting ’08, Part 2

More than 50 percent of the cost to print and mail a catalog is postage. Therefore, the manner in which you distribute your catalog into the U.S. Postal Service mailstream is critical to containing postal costs.

In this column, I’ll discuss pound vs. piece rate catalogs, as well as “slim jim” catalogs, which mail at the letter rate. I’ll also get into co-mailing, which presents a significant cost-saving opportunity for catalogers today.