“Printers have found [co-mailing] a great way to save money, because the savings isn’t coming from them; it’s coming strictly out of postal costs,” says Downey.
Just One Question
Catalog Success: What cost-cutting tactics did you employ, if any, due to the postal rate increase last month?
Mike Yager, founder and president, Mid America Motorworks, Effingham, Ill.: While the rate case was being considered, we switched our Volkswagen catalog to rotogravure. That required a change in both the style of printing and the type of paper. That gave us a lighter catalog to mail, about 28 lb basis weight.
On the Corvette side, we’ve just made sure we’ve kept that catalog efficient. We’ve been able to offer the same amount of products in about 40 fewer pages. We’ve become more efficient in how we get the products to market.
Michael Schuster, vice president of marketing, Nancy’s Notions, Beaver Dam, Wis.: We altered the paper weight strategy of our catalog to make it a little lighter, just a slight difference. We did it for two reasons. The postal increase was one, but the paper we switched to was one of the standard stocks used by our printer. It was just more available to us.
The switch didn’t cover the rate increase completely, so we’re also trying to be careful about who we mail to. We’re not making any drastic changes to our circulation strategy; we’ve just tried to keep our lists a little cleaner. I’m also watching our marginal segments a little more closely.
For service providers offering access to DSF2 and NCOALink, visit www.usps.com/ncsc/ziplookup/vendorslicensees.htm.