Print-Plus: Long Live the Order Form

In preparation for this column, I surveyed 100 catalog merchants with the help of printer The Dingley Press. This included a good mix of companies based on revenue size. The results were surprising. Forty-six percent of respondents had no order form at all — i.e., they didn't have a supplied bind-in order form. Nor did they have a printed-on-page order form. I also learned that 36 percent of these retailers included an order form printed on a page as part of their press run. Only 9 percent of respondents included a bind-in order form with an envelope, of which 6 percent had inside ink-
jet imaging.