5 Creative Catalog Techniques That Save Paper CostsMarch 2, 2010 By Melissa Campanelli
All catalogers want to capitalize on the recovering economy, but they're most likely still constrained by pretty tight budgets. To help catalogers learn how to prioritize their needs and tailor their printed catalogs to maximize revenue, All About ROI presented a Feb. 16 webinar called "Ways to Get More Bang for Your Paper Buck: How Combining Your Priorities and Paper Innovations Can Save You Money in 2010."
(To register for the on-demand version of the webinar, click here.)
The presentation featured Carol Worthington-Levy, creative director and partner at LENSER, a multichannel direct marketing firm, and Brian Cummins, marketing strategy manager at paper firm NewPage.
During the presentation, Worthington-Levy offered the following five creative catalog techniques designed to help you save on paper costs:
1. Design your catalog to fit press and paper sizes. "Look at sizes that don't waste paper but that can also run on a lot of different presses so you have some options when bidding," she said. "Look at sizes like 8-1/4 by 10-1/2 or thereabouts, and talk to your printers to see what fits on their presses."
2. Paginate your catalog in true signatures. "When developing your catalogs, choose the proper number of pages to fit together in the signatures on a press," Worthington-Levy said. On a half web press, for example, you'll probably have eight pages printing at one time, and on a full web press, you'll have 16 pages. But, "as soon as you start attaching a separate cover to your catalog, between the labor and the extra paper, it's going to start costing you more," she added. "So try to keep it in full signatures, and you'll find both printing and paper costs will go down."
3. If you're changing your catalog size, quantity or format, rebid work with three printers. "Even if you have a printer that you absolutely love, definitely rebid this work with other printers," Worthington-Levy said. "Your current printer may not be set up to run this new size efficiently or cost effectively."