Insert Media: A Miniature Resurgence

Paper basis weight is another production consideration for miniatures. And to keep your costs in line, Carson recommends 40 lb to 50 lb coated stock for a 16- to 24-page, digest-sized miniature.

There are other options with miniature catalogs. B&W Press, a Georgetown, Mass.-based printer, produces several formats, including two-way self-mailers that can include a response envelope and 10 pages of products. They fold down from 8-1/2 inches by 32 inches to 8-1/2 inches by 5-7/8 inches to meet postal requirements, notes Paul Beegan, a B&W sales and marketing executive. B&W also can personalize and mail miniatures. Marketers using them present 30 to 70 products per edition, he says.