Strategy: The Importance of Source Code Tracking and Matchbacks

Off-line co-mailing, which occurs after the catalogs have been bound, is becoming more popular, especially for smaller mailers, because the catalogs don’t have to be the same trim size. With off-line co-mailing, however, the printer only can ink-jet in one place: the back cover. By not ink-jetting the order form at centerfold, catalogers reduce the number of orders they can trace to a specific source code, hoping once again a matchback will identify the proper code.