Weigh Your Paper Options
During the course of her career, Giesmann says, Plow & Hearth has done three tests of lighter paper and concluded it made little difference in response. Indeed, she says, “The cost savings more than out-weighed what we lost in response.”
However, she continues, “You can stretch your brand only so far. We don’t want to be printing on low-quality paper when a big part of our brand [image] is quality.”
Should You Change Your Catalog’s Paper?
Industry experts offer some rules for changing the weight of paper you use for your catalog:
• Consider what your brand demands of your presentation.
• Pay attention to the paper that other catalogs are using, and look for bulk rates.
• Calculate how much you’ll save with the lighter-weight paper.
• Measure any change in your response rates with the new paper over an extended period of time.
• Weigh the estimated savings against any detected change in response rates.