Print-Plus: What Cross-Channel Retailers Need to Know When Getting Print Bids

Another consideration in the entire print bid RFP involves lead times — i.e., when mail tapes are due to the printer. One printer I know requires all mail tapes 40 days prior to the mail date, which is basically 50 days before the catalogs are in-home. This policy reduces the use of "hotline" buyers by approximately 30 days. Mail tapes due 20 days prior to a mail date, however, is more common. One printer I work with requires mail tapes just 14 days in advance. When obtaining print bids, be sure to ask your printer when mail tapes are due. At the same time, also ask when creative files are due based on your given mail dates.