After the Hike: Mailing Strategies

Q: Have you considered reducing the weight of your catalog, and if so, how will you do that?
A: Paper prices are going down but not on a continuum. We’ve tested almost every stock. We try to remain as thin as possible. We’ve changed different paper stocks on our outside signatures of the catalogs.

We put our top-selling SKUs on the heavier stock, and inside use a different stock to lower the base weight. This way we can send out a 92-page book at the same weight as a 68-page book.