Postal Remedy: New, Lighter Papers

While many other catalogers also are opting to try lighter papers, some are just reducing circulation. Miami-based cosmetics cataloger Key West Aloe used to publish three, 24-page catalogs a year, but reduced it to one after the 2002 postal increases, says CEO Nalin Patel.

Key West Aloe sends out 50,000 catalogs in late July and supplements the main book with two postcards and one glossy flier, says its graphic designer, Vanessa Torres. She has researched other options, but still uses 60 lb, glossy text paper. “If there’s something new out there, I’ll ask the printer for advice,” she says. “But right now we’re in a safe zone, and we can’t do any less.”