Industry Eye: Shop Talk

Consider how catalog mailers are responding to the USPS rules taking effect in September, which change how slim jims (i.e., small catalogs mailed at automation letter-size prices) can be designed. They include rules about tabbing/sealing, cover stock, paper weight and dimensions.

Catalog mailers are considering whether to redesign small books to meet the new rules or explore other design options. To effectively evaluate design options, look at production and postage costs and, most importantly, the impact on response rates.