Special Report The 3Ps: Printing, Production and Paper
He notes that such fears are easily quashed when the printer explains the technical presorting process and reassures catalogers that the security of their information won’t be compromised.
“The ideal catalog co-mail candidates are mid-sized, monthly catalogs that are disciplined — yet initially flexible — with their design and annual schedules,” suggests Quebecor World’s Schmidt. “Catalogs with tremendous circulation — with mailings in excess of 3.5 million pieces — are already receiving high carrier route presort qualification, so co-mailing with another cataloger may not prove to be as advantageous.
“And marrying a small-circulation cataloger with a significant-circulation cataloger offers unbalanced benefits,” he continues. In this scenario, the smaller cataloger gets more carrier-route “lift,” and thus, more relative postal savings benefit than the larger mailer.
When Fates Align
Building a successful co-mailing partnership may seem like a complicated endeavor, with a lot of information to juggle. And it is. All ducks must line up. But when they do, great fiscal feats become possible.
For example, this year at Quebecor World’s Olive Branch facility, four catalogers are partnering in a co-mail strategy and will share more than $1.3 million in gross postage savings, says Schmidt. “They’re typically saving between $30 to $62 per thousand catalogs mailed,” he notes. The four customers to which Schmidt refers are geographically scattered, with three based in different U.S. states, and the fourth in the United Kingdom. “The common bonds,” he says, “are their Quebecor World print sales representatives, the printing plant, Quebecor World’s Mail List Technology Group — which performs the co-mail list presort and bindery tape formatting — and Quebecor World’s Logistics Group, which handles the deep delivery into the postal system.”
In addition, the four catalogers share trim sizes, schedules, ink-jet address location designs and in-home dates, Schmidt says.