Postal Remedy: New, Lighter Papers

Test All the Time

Mailers such as Design Toscano and others are testing various paper weights all the time. “You should be testing all the time, anyway,” says Phil Minix, former senior vice president at crafts books cataloger Reiman Publications, who recently was named president of multititle general merchandise cataloger Astral Direct. “It shouldn’t be just because of postal increases,” he adds. “I’ve never had a downgraded paper test lose. The cost savings have always outweighed the response decline.”