Special Report: Paper

Some catalogers have tested the waters by using different paper grades for different geographical markets, points out Wallace. Catalogs sent to New York addresses, for example, may be printed on coated mechanical, while those distributed in rural regions are printed on SC-A.

Though customers may not notice a difference in quality, catalogers still might not get the same results if they downgrade. A 40-lb #5, for example, isn't going to deliver the same brightness and surface characteristics as a 45-lb #3. This requires catalogers to work with their printers to determine how to achieve the best image quality possible.