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Contents
Paper
The Press
Press Checks
When discussing mailers, you
eventually have to come to the topic of printers - who
is going to print the mailer for you. You probably
already have a business printer, so I won't spend but a
few sentences here. The big cost is paper.
Paper
Generally,
paper runs 60% of the entire printing bill, give or
take. Your printer will help you choose paper stocks.
They will have a paper supplier they prefer. The paper
supplier will have given them sample books which you can
look through and feel. The printer might also have a
house paper - like a house wine in a resturant - some
paper they use a lot and get a good price on.
You
geneallly have coated or glossy stocks and matte or flat
stocks. Priting prices rise as you use more colors. 1
color is inexpensive, and 4 color process is much more
so. 4 color process is required to reprodiuce the full
spectrum of color in a color photograph. You can even
print more that 4 colors if you want special PMS ink
mixes of a certain exact color. But at that point, you
are probably wasting money. Make sure once you settle on
your paper that you cut out the sizes you will be using
on your mailing and mock up a mailer to make sure that
you aren't overweight. Be sure to add in a 100th or 50th
of an ounce for the dry ink. I have heard cases where
the paper was just under an ounce but with the ink, it
bumped it over.
The Press
It used to be the only way to print a
medium size mailing was on an expensive big shhet fed
press where you paid considerable costs to get negatives
and make plates. Now, however, there are tons of ways to
print a job that beat a lot of these fixed costs. I
personally prefer medium sized printers - big enough
that thye have a few different kinds of equiptment but
small enough where I can go in and inspect th epresses
and people know who I am .
Your printer can give you a
good suggestion for the mail house or vise versa. I like
it when my printer and mail house know each other well -
the mail house can tell the printer he was short on some
piece or the printer can make usre the piece will work
on the mail houses equiptment. So, if you have one and
not the other, defintiley consider the suggestion of the
vendor you know.
Press Checks
A press check is a good idea for large print runs.
Five-piece mailer:
The Outer Envelope
The Letter
The Brochure
The Order Form
The Return Envelope
The self-mailer:
The Self-mailer
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