FIVE MINIATURE CATALOG TAKEAWAY TIPS

5. Watch printers’ costs. While total costs to print and distribute miniatures are less than those for traditional catalog mailings, watch the bottom line closely, says Debra Goldstein, senior vice president of the list management division of Leon Henry Inc. Page size, paper stock and page count, along with the costs to include the miniature catalogs in insert media programs, all add up. “But even with the extra fees,” she says, “it’s far less expensive to place miniatures as inserts than to mail prospect names with a traditional-sized catalog.”