Numbers Tell a Story

For business-to-business (b-to-b) mailers, the squinch process may not feel as comfortable as it does for consumer catalogers for a number of reasons. First, there are the sheer number of pages and item counts. It's relatively common for b-to-b catalogers to feature thousands of SKUs or produce books that have hundreds of pages. In fact, some business mailers refer to their big books (400-plus pages) as catalogs, but their smaller books (as large as 72 pages) as flyers. The SQUINCH process can be as meaningful — or perhaps more so — for those smaller piece mailings as for the big books.