Weigh Your Paper Options

The other uncontrolled variable that affects catalogs, and all print products for that matter, is the cost of paper. While paper costs aren’t rising as rapidly as they did in the 1990s, a sudden fluctuation can spell death for a catalog operating on narrow margins.

Another reason to have a low basis weight involves your catalog’s marketing strategy. Tim McAdow, product marketing manager for catalogs at Banta, a printer, believes catalogs that highlight their low prices can hurt themselves if they appear to be too flush with capital.