Industry Eye: Shop Talk

Several catalog mailers are moving their booklet-size catalogs into envelopes to avoid the USPS' new requirement to put three tabs on the books. They didn't want to move to full-size catalogs, partly because of production and postage costs, but also because the booklet size is tied to their brand identities and healthy response rates. They experimented with different envelope paper and graphics, and found response rates far outweighed the additional production expenses.