Paper: What Top Catalogers are Using and Why

Bush: In our case it’s important. We’re strictly business-to-business; we have no retail stores. If we’re selling a $600 desk, we have to represent it as closely to actual as possible. If the customer doesn’t like it, we’re getting it back and paying freight both ways.

For example, for our special holiday card catalog, we order a special super white grade in from Germany because color is so critical. We buy the paper we need to get the color we want.