Special Report Printing, Paper & Production

#2 Practice good list hygiene. "Scrub your customer list extra well," Sayin says. "This will reduce undeliverables, which will save money on printing, paper and postage."

#3 Identify trends. Mary Ann Nisca, director of print production for cataloger Lillian Vernon Corp., suggests looking for trends, and listening to your customers. For example, she says, "Fewer people are ordering with our order form insert. There's been an increase in orders via phone and Web. Because of this, we eliminated our separate order form insert and went to an on-page order form."