Industry Eye: Letters to the Editor

Regarding one of the tips in “The 50 Best Tips of 2006” cover story (November 2006, pgs. 16-23):

Using shipping rebates instead of free shipping: I heard about shipping rebates at [a recent conference], and our test results show that it works, so we’ll offer shipping rebates to a larger audience.

I’m not all that convinced about your “New, Lighter Papers” article (November 2006, pg. 25). Yes, you should always test new papers, but you first should consider cutting costs somewhere else. Larger companies have an easier time testing and evaluating different kinds of paper, but smaller companies might not be able to do this type of assessment.