A Guide to Direct Mail



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(1) Is DM for you?

(2) Choosing your list

(3) The Offer

(4) Call to Action

(5) The Package

(6) The Copy

Introduction
About Copy
Type Faces
Pictures
>>Paper Stock<<

(7) Testing

(8) Tracking

History of DM
Links

The following is from a 1921 classic direct marketing text called "Effective Direct Advertising" by Robert Ramsay. Although it may seem strange to the reader that I quote from such an old text (and do so in some other parts of the site as well), I feel that if you can get past the dated language, you will find advice both useful and relevant.




Many Varieties of Cover Papers.
There are on the market innumerable varieties of cover stocks, and new ones are being brought out from time to time by the paper manufacturers. These differ in colors, as well as in finishes. The "finish" of a paper is its surface. There seems to be a persistent demand for "something new in the line of cover papers" and the paper manufacturers cater to this demand. A few of the generally used cover finishes are : enamel, antique, crash, linen, plate, and marbled.

Enameled cover paper has a smooth and polished surface for the printing of half-tone engravings from 120-line to 200-line screen in some cases. This will also take line engravings, of course. It is usually obtainable in many colors. This cover stock lacks strength and should not be used where the piece is to be subjected to severe handling.

Antique cover papers have a slightly rough surface and are strong and durable. They are made in many .colors and grades, and though they will take type and line engrav ings, will not, on account of their fuzziness, take half-tone plates.

Crash cover papers resemble crash cloth in finish or surface. They are made in colors and will take line engravings or type when not too small or too heavy in color spots.

Linen cover papers are similar to crash except that the grain is much finer.

Plate cover paper has a hard polished surface that is quite smooth and adaptable for half-tones and line engravings. It is a widely used type of cover paper. Plate covers are strong and durable and thus supply what enameled covers lack.

Marbled covers represent a wide range including those patterned upon onyx, or marble, and many other novelties such as flecks of gold; sunspots and shadows, giving a mottled effect such as we often see in the sky or on the sea, and so on.

There are cover papers which resemble wood, and even metal ; in fact, some are made of extremely thin sheets of wood. In selecting cover stocks-and the cover stock is often the salesman of the rest of the piece-bear in mind these specific questions :

Who are to get the piece?
Where, and under what conditions, are they going to use it?
What is the nature of the product?
How much profit is there in the sale of the product?
How long will the piece be used?
Answers to these questions will help you to decide more easily upon the color, texture, quality, and weight of your cover stock.

A piece containing but a few pages will be made more impressive by adding a heavy cover. A request addressed to a paper merchant, printer, or paper manufacturer will bring, in almost every case, a liberal set of actual samples the description and illustration of which can only be approximated in this book, restricted as it is to black and white engravings.

Varieties of Text Papers Well Standardized.
There are, of course, several varieties of text papers but they are comparatively well, standardized. The usual classifications of text or body papers and their sub-classifications are: Bonds, or Writings, including Linens; Ledgers; Book, including Machine Finish (M. F.), Sized and Supercalendered (S. & S. C.), Egg-shell, Offset, and Coated or Enameled Book.

Bond papers are the text or body stock of most letters. Originally bond paper was of a character good enough for the printing of bonds, therefore made of rags and strong and durable as well as highly permanent. To-day the term "Bond papers" includes those made of wood pulp with little or no rag. These are very cheap in comparison with the rag bond papers. Bond papers may be glazed (smooth) and unglazed.

Linen papers are bond papers with a linen finish like the Linen cover described in the preceding section.

Ledger papers are smooth, plate finished ; originally they were made as sheets for ledgers and other account books, but are now used for letterheads and many other direct-advertising purposes. They are more opaque than the ordinary bonds.

Machine Finish and Sized and Supercalendered, or M. F. and S. & S. C., as they are known, differ only in finish. M. F. is the cheapest for any work that requires a finish which will take a half-tone. S. & S. C. costs a little more than ill. F. and has a higher finish and consequently will take a half-tone of finer screen.

For work that must show every detail of an illustration a good coated or enameled book paper should be used.

Egg-shell, as the name suggests, has a surface somewhat like the shell of an egg. It is also referred to as "Antique Wove," or "Antique Laid," as well as "Linen." The antique has a natural surface and the laid so-called laid marks, which run very closely together in the horizontal and about one inch apart in the vertical direction of the sheet.

Offset papers are especially made for the offset process of printing (see Section 334).

For mailing cards varying thicknesses (single and multiple) of bristol board are used.

It is called bristol from the place of its first manufacture. This cardboard is suitable for mailing cards, posters, and the like. It is made by pasting together several layers of paper, the "ply,"-2, 3, 4, 6, 8, 10, and 16-indicating the number of layers. Some manufacturers make a so-called folding bristol which permits of folding without breaking.

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