Pulp Fundamentals (1,669 words)
These are just some of the considerations and some of the "norms." Should you use newsprint in your mailing? Perhaps. We've all gotten the article with the Post-it™ note from "R". There's a time and a place for everything. Pick your papers with the right "time and place" to achieve your creative and functional goals.
Richard Goldsmith is president and founder of The Horah Group, New York, NY. He is also the author of "Direct Mail for Dummies" and can be reached at firstname.lastname@example.org.