Special Report: Paper

By doing this and through its lucrative program supplying plants featured on pages of Meredith Corp. magazines, White Flower has averted the need to downgrade paper quality. What’s more, while Calder doesn’t rule out downgrading its catalog paper, she’s leery of doing so since it might compromise the company’s brand image. For now, as is the case for many of her peers, the emphasis is on mailing smart.