Kathy Johnston

The production manager (or perhaps creative director) of a direct mail package usually chooses the paper. Historically, it’s never been an easy decision. It hinges on weighing (with postal rates, I mean that literally) quality against cost, including the selection of paper stock/weight, grade, coated or uncoated, and so on. Recently, that decision just got harder, with the now viable option of using more environment-friendly paper (groundwood/high-yield/nonvirgin-offset sheets, more post-consumer recycled content and environmentally certified) in all components of a mail piece. Unless you’ve already done so, here are five choices you may consider adopting. 1. Go High-End (but not Necessarily High-Cost) with the

By Hallie Mummert For all its benefits, the main challenge of direct marketing is the potential customer's inability to touch, smell or taste the actual product. Copywriters and designers weave words and images to evoke these senses ... to create word pictures paired with photos to draw on prospects' experiences to lead them to more clearly imagine the product that could be delivered to their door. But in the end, nothing represents the product quite like the product itself. Sampling is a promotional activity conducted more by packaged-goods manufacturers than direct marketing companies, because it's an expensive undertaking. Either you need to budget

By Alicia Orr Suman It used to be that a lettershop was where you turned to get your mailing out the door and to the post office. These days, your printer may offer some of the same services. So when does it make sense to stick with a lettershop to do your mail preparation? Complex Packages A traditional lettershop may be better for more complex mailing projects, according to Kathy Johnston, creative services manager, J. Schmid & Company. In her experience, one-stop printers are great at "simple and quick lettershop work." For example, she says you may want to use a one-stop printer

By Lois Boyle and Kathy Johnston Can print technology improve your catalog's results? Absolutely! When print technology is integrated with circulation, merchandise and creative plans, it can't help but benefit your catalog. Many catalogers have toyed with different print sizes and paper weights, but few investigate or test other options outside the status quo. In part one of this two-part series, we will explore innovations in print technology and how they can enhance your business. Are you taking advantage of the technology that your printer offers? Do you include your print production manager in your campaign kick-off to research those options? A

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