Postal Remedy: New, Lighter Papers

Verso Paper, formerly Inter-national Paper’s coated and supercalendered papers unit, recently introduced Advocate EHB (enhanced high bulk). A No. 5 coated groundwood, it bulks similar to a paper 4 pounds heavier, compared to Verso’s traditional high bulk offering that had increased bulk by 2 pounds, says Larry McCree, Verso’s market segment manager for catalogs.

They could also “optimize postal costs, going from a piece/pound rate to a piece rate,” said Sharad Agarwal, Verso’s product manager for coated groundwood products.

Another new Verso product aimed at catalogers looking to lighten or stabilize their postage bill is Lightweight Liberty, a No. 4 coated groundwood that has basis weights as low as 32 lb, McCree says. The paper is suited to catalogers who need high-end clarity to show fine details. “It lets them maintain their brand clarity and get the postal savings at the same time,” he says.

Douglas McAr-thur, senior vice president of UPM-Kymmene, describes UPM Smart as an SC-A- ++ product comparable to a coated groundwood No. 5 printed result if using uncoated inks. Available in basis weights 32.4 lb to 47.3 lb, it has the brightness of a No. 4, he claims. “More catalogers are taking an interest in the low basis weights,” McArthur says.«

Gail Kalinoski is a freelance business writer based in Wappingers Falls, N.Y. Contact: gkalinoski@aol.com.