Print-Plus: Long Live the Order Form

A bind-in order form creates a "hot spot" in the center of a catalog. Therefore, catalog marketers position their best-selling products in the center of the book. What's more, bind-in order forms cause catalogs to feel more substantial to recipients, as they add to the total page count and weight of the book. Bind-in order forms also prove to be more user friendly when it comes to encouraging gift orders because of the number of "Ship to" spaces normally available on them. For catalog retailers who process a large percentage of gift orders, I suggest thinking twice before giving up on the bind-in order form.