Weigh Your Paper Options

Giesmann believes the shift to lower-weight paper is a result of industry evolution rather than a catalog’s life cycle. Product budgets for catalogs used to be “60-percent manufacturing and 40-percent paper. Now it’s more like 40-percent manufacturing and 60-percent paper,” says Giesmann.

Indeed, with paper responsible for an increasingly large chunk of the bottom line, any savings that can be made in that sector become important, she believes.