Richard Goldsmith How

by Richard Goldsmith How would House Beautiful magazine look if it were printed on newsprint? Probably not that great; the colors would look kind of flat. The photographs would look fuzzy. It certainly wouldn't be something you'd want to keep on the coffee table, because frankly, it would look "cheap." How would your direct mail package look if it were printed on newsprint? It probably wouldn't arrive at all, because the paper would be torn to shreds by the mail sorting equipment. If it did arrive, it probably wouldn't make a very good impression, neither would your four-color brochure. Heavy coated paper just "prints

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