Stock Tips

“The main question is: Is there something about the cover stock that’s helping support what I’m presenting?” says Susan McIntyre, president and chief creative officer of catalog consulting company McIntyre Direct.

At first glance, this implies that catalogers selling higher-end merchandise should pick a stock with a heavier basis weight. And conversely, catalogs boasting low-cost or sale merchandise should use a stock with a lower basis weight to reinforce the message of affordability.