Bind-In Order Forms-What's the Best Strategy? (2,000 words)

If you are going to eliminate the use of the bind-in order form envelope, try giving up only one printed page in your catalog. The Alsto's catalog, a Dick Blick company, does a nice job of utilizing the space for its order form. It limits the order form and how-to-order information to one page. Alsto's prints the order form on the left-hand page of the center spread and ink-jet images the source code, customer number and the name and address fields on the page just like they would do if they used a bind-in version. They feature merchandise on the right-hand page at centerfold.