How the cataloger uses creative print and production strategies to stay connected to customers.

By Reported Donna Loyle

Versioned Catalogs

Each quarter, Hello Direct gravure prints a new 48-page catalog body at R.R. Donnelley’s Lynchburg, VA, plant. Then each month, a different 12-page cover wrap, offset-printed at Donnelley’s Glasgow, KY, plant, is bound onto the catalog bodies and mailed. Housefile customers are mailed 12 times per year, each time getting a different cover wrap and its accompanying offers and promotions. Meanwhile, prospects are mailed once per quarter.