Look here for help in selecting stock for your catalog.

By Gretchen Peck

Paper prices are expected to increase this year. Couple that with the still-uncertain U.S. economy, and you have a period in which making a smart decision about paper is tougher than ever. It requires both a fundamental understanding of the paper market and a willingness to rely on a little help from your friends.

Think Branding First

No matter the type of catalog you have — or the products or services it touts — the first step to take before choosing a catalog paper is to consider your brand, says Kathy Johnston, creative/production services manager at catalog consultancy J. Schmid & Assoc., Shawnee Mission, Kan. “Your brand will determine the range of papers from which to choose,” she explains.

For example, she asks, is it important that your catalog be perceived as environmentally friendly? If so, recycled paper is a good option. Is yours a very high-end catalog? If so, a higher-priced, elegant sheet may be in order. “Taking a look at your brand will at least get the conversation [about paper] started,” she says.

While brand integrity should be your No. 1 priority, cost is close on its heels, followed by considerations such as press speed, color compatibility, area of coverage and so forth. Whether you’re responsible for purchasing paper directly or specifying it for your catalog, there’s a lot to learn.

Who Can Help

The good news is that there are some helpful resources at your immediate disposal — folks who will gladly exchange information and tips on buying paper; let you know when there’s something new on the market; and be your barometer when it comes to market economics and the best deals. These individuals include representatives of the following:

Your printer. When sourcing paper via your printer, require that it prove it’s procuring the best and most cost-effective option your budget will allow. Your printer also may be your best source on quality issues and how efficiently certain stocks will process through your printer’s presses. “Communicate with your printer to ensure it has the expertise and equipment to work with your stock,” advises Terry Monahan, a sales representative for New York City-based Bulkley Dunton Publishing Group, a division of xpedx, paper distributors.

A paper mill. Mill tech reps can be great partners when it comes to testing on your printer’s equipment. “They can work in conjunction with your printer to determine if the stock will run on press effectively, efficiently and affordably,” says Monahan.

Manufacturers and distributors. These folks also are good sources for product-specific information. Unisource, for example, invites Web site visitors to request paper mock-ups, dummies and sample sheets. The distributor also provides print buyers with additional support, which may include process seminars and meetings with design teams.

Paper merchants. Working with a paper merchant, also a popular option, affords you greater flexibility in choosing from available sheets and competitive pricing, says Monahan.

It’s always a good idea to get a second opinion, Johnston advises. “Maybe you get the opinions of both your printer and a paper merchant … as long as you’re willing to buy through either, there’s no conflict. I don’t recommend leading on someone if you’re just shopping with no intent to buy through that organization.”

And ask for references. If your printer, paper mill or merchant suggests a particular stock or product range, find out if it’s used that paper in similar (but noncompetitive) applications. Ask to speak with the customer about his or her level of satisfaction with the paper choice.

Think Outside the Roll

“Let’s be honest: When you’re talking about papers appropriate to most catalogs, you’re talking about a rather limited number of options,” Johnston confides. But you still should be willing to try new papers in the appropriate spectrum of stocks and grades.

And don’t limit yourself: Solicit quotes for several options to see how the cost structures break out, Johnston says. You may not want to simply compare apples to apples. “It may be worth your while to get a quote on a recycled alternative or perhaps a stock that weighs less.”

And rather than looking at just the consumable costs associated with using a certain paper, consider the other consequences, such as postage, she adds. “Look at the total dollar, and then choose the most economical option. In some cases, you may have to make sacrifices to absorb new costs, like postage, and be willing to entertain new options, such as cutting quantity.”

Finally, when in negotiations, look at long-term pricing, which will help maintain consistent budgets, Monahan advises. Also, she notes, put caps in place, and seek out volume discounts and rebates.

Online Resources

The following online resources, can help you find everything from publications on paper basics to tools for specifying paper.

Domtar Paper, www.domtar.com: Click on the tab “Education.” You’ll find helpful resources, such as articles on pulp and paper waste disposal, and the history of paper, as well as a section on Domtar’s latest new-product announcements.

Georgia-Pacific, www.gp.com/paper/resources.html: Look here for a resources section that comprises a paper glossary; links to associations and analysts; links to trade periodicals; and a calendar of print and paper industry tradeshows and events.

International Paper, www.ipaper.com: This site includes a Learning Center where users can download a Forestry Education Packet or get information about the company’s environmental position. Click on “Innovations” for the latest news on products and applications.

Mohawk Paper Mill, www.mohawkpaper.com: This site is chock full of handy resources, including articles on paper, print design and print production basics, as well as a PDF library of publications.

Roosevelt Paper, www.rooseveltpaper.com: Look here for links to print industry associations and weight and measure charts.

Stora Enso, www.storaenso.com: This company put together a “Research” section that includes articles on what to expect from paper in the near future and new paper-related challenges you can expect. The site also features a Media Centre that includes links to new-product news, recent executive presentations and publications.

Tembec, www.tembec.com: Click on “useful links” for URLs of paper products trade associations and other organizations, as well as for Canadian and a few U.S. governmental agencies that oversee natural resources and sustainability initiatives.

Unisource, www.unisourcelink.com: This distributor of uncoated, coated and supercalendared paper has a Web site that offers links to industry resources and downloadable PDF publications on various topics such as recycled paper.

Weyerhaeuser, www.weyerhaeuser.com: This site offers a sample request form; tips for choosing the right paper; and explanations of paper properties and how paper is made and graded.

Gretchen Peck is a freelance writer. She welcomes comments by e-mail at: gpeck1225@msn.com.