Choose the Right Print Partner
Knowing Your Options and Defining Your Needs Will Improve Your Ability to Choose the Right Printer
By Kathy Johnston
Selecting the right printer for your catalog is critical to the success of your mailing campaign. Poor execution can result in poor quality, which will negatively affect your brand and increase returns—or poor timing, which will affect your response rates.
A catalog mailing is a very specialized project. It combines high quality printing with direct mail requirements for versioning and time sensitivity in the mail.
With these requirements in mind, a printer specializing in catalog production and mailing often will be your best partner. Fortunately, there are a variety of catalog printers providing you with the opportunity to find the right one for your catalog.
Three Tiers of Printers
Catalog printers can be placed into three tiers, separated by the quantity of catalogs they produce.