Thinking Outside the Box

Depending on the list it is mailing to and whether it’s a prospect or customer mailing, Ross-Simons does some production-based versionalizing to its catalogs. As Pete Howard explains it: “We do some ... free-shipping wraps or adding dot whacks to certain list segments. We also use selectronic binding to insert supplements to certain catalog recipients, for instance adding a jewelry supplement.” R.R. Donnelley & Sons is the cataloger’s primary printer.