Weigh Your Paper Options

Why Limit Reductions?

So why aren’t all catalogs running on the lightest and cheapest paper possible?

First, for the same reason discount catalogs don’t want to be perceived as having high production costs, catalogs with high quality as part of their brand images can’t afford to appear cheap.

“Catalogs that are trying to promote a luxury brand are the most reluctant to reduce basis weight. If the high-end catalog feels the same as the one that’s selling batteries, then it’s not going to stick out,” says Schneider.