Special Report: The Three Ps - Smart Specifying, The Paper Principle

The print buyer, Evans suggests, can more appropriately make judgments about aesthetics, quality expectations, handshake (paper’s tactile perception) and opacity.

Specifying your paper, Evans cautions, doesn’t mean that print buyers should feel compelled to buy paper. That task may be better allocated to others better equipped to handle it. In many cases, it makes perfect sense for catalogers to have their printers purchase paper. It replaces liability from the customer’s to the printer’s shoulders if something should go awry, and printers these days often are part of large organizations with good buying leverage.