Five Choices to Make for Paper in Direct Mail
4. Inside, Catalogs also Can Go Lower-end
Over the years, catalogs have also used progressively lighter basis weights. “It was common to use a 60-lb inside stock in a catalog in 1999-2000, and now 45 lb is more common,” says Kathy Johnston, general manager at J. Schmid & Associates, a catalog and multichannel direct marketing agency based in Mission, Kan. Also, ahead of the mail piece trend, she says that catalogs began using more groundwood in their pages a few years ago.
5. Ride the Green Wave, Especially if it Resonates with Your Prospect Base
“Nearly all environment and progressive cause organizations are requiring that we use recycled paper. For others, it really isn’t on their radar,” summarizes Brooks. He describes two kinds of prospects: One will complain and not respond if you don’t go green, while others, like medical nonprofits, may not notice … yet.
He encourages you to think it through. “Does this organization have a commitment to the environment even though it’s not your cause? And do the donors? Does it matter or not? With many of our nonenvironmental clients, it doesn’t seem to make a difference. But that is something that may change over time,” asserts Brooks, who also mentions that the backlash against direct mail can be undercut with that handy recycled logo.
For Brophy, when asked if motivated by green initiatives versus cost, she doesn’t make a distinction. “When we purchase paper directly, we have more in-depth conversations with paper companies about sourcing, certification, recycled content, etc. We have always been directed to manage expenses and to cut costs when and wherever possible. We are highly motivated to make better environmental choices all the time … We set out to identify a preferable size, method, material that works with our budget.”