Postal Remedy: New, Lighter Papers

Of the tests, “We received the response we had hoped for in the catalogs with the contents portion on the supercalendered paper,” Wilhite says. Response was positive enough for Abbey Press to continue to use it for the inner portions of those same three catalogs this fall.

Among other mailers, Arlington Heights, Ill.-based gifts cataloger Design Toscano went from 36 lb to a 32 lb rotogravure stock about six years ago, says Erik Martinez, vice president of marketing.