The catalog industry is wrestling a paper tiger. Apparently, not only is the cost of paper rising, but also the cost of mailing that paper. With postal rates set to jack up in May, some companies are trying to trim down the size and weight of their products. Less of that thick, shiny stuff and more pulped-out recycled featherweight material.
Does it matter? The environment and the economy aside, do catalog shoppers care whether LL Bean prints on 80-lb or 60-lb sheets? I don't think so - I mean we're not talking Charmin here (yet). As long as the models smile and the products glow, it's probably gonna fly under the radar for most consumers. And places that have the high-end clients, like Tiffany's and Neiman Marcus, are probably just gonna suck it up anyways.
Now, for catalog crazies like me, a thick, super-glossy, coated color sheet of paper is as good as crack. I can't wait to get my nose in it. So I expect to suffer some serious withdrawal. But, hey, there's always scrapbooking.
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