July 1, 2004
Paper prices are expected to increase this year. Couple that with the still-uncertain U.S. economy, and you have a period in which making a smart decision about paper is tougher than ever. It requires both a fundamental understanding of the paper market and a willingness to rely on a little help from your friends. Think Branding First No matter the type of catalog you have — or the products or services it touts — the first step to take before choosing a catalog paper is to consider your brand, says Kathy Johnston, creative/production services manager at catalog consultancy J. Schmid & Assoc.,
