Norm Thompson: Commerce With a Conscience

Between summer 2000 and spring 2001, the project team tested recycled-content paper in the Norm Thompson and Solutions catalogs. The tests included both the offset and rotogravure printing processes. In each mailing, team members tracked the number of orders, size of orders and revenue per catalog from the test group (which received catalogs printed on recycled-content paper) and two control groups (each of which received catalogs printed on virgin paper). The catalogs were mailed simultaneously to randomly selected groups and were identical except for the paper.