Weigh Your Paper Options

Downey says that many catalogers are changing weights without testing at all. They later end up swinging to the opposite direction, because they see that response rates have been gradually slipping to the point where the lighter paper was costing them too many sales.

During the course of her career, Giesmann says, Plow & Hearth has done three tests of lighter paper and concluded it made little difference in response. Indeed, she says, “The cost savings more than out-weighed what we lost in response.”