Text here, partly about choosing the right grammage.
Paper for catalogues and direct marketing
Catalogues and direct mail send-outs certainly earn their attention when they are made the right way. They may be inspirational and informative - and never forget that a lot of feeling is conveyed through the paper. Here's how to buy paper for your important large-volume printed solutions.
Common types of catalogues and direct marketing
Different papers have different technical properties and tactile feel. The choice of paper grade looks different depending on what type of publication you are making and how you are sending it out. Here's an overview of some common types of catalogues and other printed matters. Start by defining what you want to achieve.
Paper for high-end catalogues
The paper choice is very important for the high-end catalogue. The catalogue is sent out to create an impression, so it would be a waste not to use the tactility as a tool to achieve this impression. Coated papers with a glossy or matte finish are common, but just like in the magazine segment, uncoated papers have started to attract interest. A matte surface makes it possible to stand out with effects like embossing, partial lacquer coating or UV coating.
If you would like to make your paper choices within the Holmen family, you can go for Invercote on the cover and Holmen EPIC, Holmen VIEW or Holmen TRND for the insert. Our uncoated fresh-fibre papers have bulky properties which enables a thickness and somewhat higher stiffness in the paper, even though it has a characteristic and comfortable lower weight. The low weight is also an extremely relevant feature when the catalogue is used at an exhibition or trade fair.
Paper for large-volume catalogues and direct mail
Catalogues that are made to be sent out in large volumes, such as product catalogues or weekly offers, also need to attract and inspire the readers. But because of the large circulation, distribution will make up a large part of the cost. And we should always keep thinking about the environment, to make as sustainable communication choices as possible.
This is why light-weight paper grades are more widely used for direct marketing. Our SC-paper Holmen UNIQ, which is super-slim with a double-sided smooth surface, is very appreciated for this use. It comes in different grammages from 37 gsm to 50 gsm to cover different needs. Holmen XLNT is another highly competitive paper that helps you keep down the cost for production and distribution. In the MF-paper segment, machine finished paper, we also offer Holmen PLUS, with qualities that compare well with significantly more expensive products.
Save on distribution
100% traceable
All our products come with environmental declarations. The paper profile contains relevant environmental data, including the origins of the raw materials, product composition, environmental management and emissions. The paper we produce can also be traced all the way back to its origin. Our raw material grows in the sustainably managed Swedish forests.
The Bulky Math
Would you prefer more pages or a thicker end product? In our download "The Bulky Math" you can find more examples. See our calculations on how much you can save by switching paper.
Roll or sheet printing
Paper is manufactured and delivered in rolls. Paper for catalogues or direct mail in large circulation is normally supplied to the printing house on reels with an agreed width (normally between 0.8-2.5 meters). The printing house usually takes care of printing, cutting, binding, and sometimes wrapping or packing before distribution.
The web printer press is made for printing, folding, and handling of large print editions from paper rolls in a fast process which reduces overhead costs and production time, as long as there are no standstills. Our customer care set-up makes sure our paper rolls are delivered in the right time and place to fit the planning.
Holmen Paper always offer technical support, and we work in close contact with most of the European printing houses as well as with printers all over the world. We are experts in facilitation.
Paper sheets for catalogues or direct mail
But many digital and offset printing presses aren't constructed for paper rolls, instead they are sheet-fed. Sheet-feeding is common especially for smaller printing presses or smaller circulation luxury catalogues with different paper grades for cover and insert.
Holmen Paper cooperates with paper converters and wholesale specialists to provide paper sheets for your needs.
Direct marketing research and effects
Here is some inspiration from the world of printed catalogues and direct mail. There are many examples of research showing a better effect from printed material has better effect than digital communication.
Increased response on catalogues
According to recent research published by Harvard Business Review, catalogues prove their effect on ROI.
Read about response ratesFrom directory to luxury
Catalogues. They started off as pure product directories, but what is their status today?
Read moreCreating engagement with direct mail
“Direct mail is an obsolete way of communicating with your customers.” Or is it? According to Kantar Sifo, one of the world’s leading data, insight and consultancy companies, this is by no means true. In a survey looking at the Swedish attitudes to direct advertising they concluded that it actually channels both online and offline purchasing. And the results of a UK survey by the Royal Mail points in the exact same direction.
let's communicateLetting the f1gures do the talking
For decades research firms have failed in providing sufficient data on reading habits in both analogue and digital formats and on multiple devices. The new media research firm PAMCo was launched in 2018, and its data have made it easier than ever for newspapers and magazines to increase their advertising revenue.
Crunching numbersOrder samples
The best way to fully understand what your publication would look and feel like when printed on a Holmen Paper, is to order samples. You can order both printed and unprinted samples of our products by checking the boxes. Fill out your details and your address. The samples will arrive within approximately five to seven working days.
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How to buy paper for catalogues and direct marketing
Catalogues and direct mail send-outs certainly earn their attention when they are made the right way and distributed to their target. They can be inspirational of mainly informative, but what demands are reasonable to place on the paper? Here's what to think about when buying paper for large-volume print solutions.
At the core is the environment and sustainability factors. There are also other quality aspects to regard in order to facilitate print and perception.
Choosing the grammage
You will also need to decide on the grammage for cover and insert. Most often, a publisher will make sure that all the important above mentioned quality criteria are fulfilled, and then go for a grammage that lives up to these expectations. As a rule of thumb, the weight of the paper is not the measurement of quality (even though it may seem so from defining papers depending on their grammage). The thickness is more important.
Look at the back spine. If you are switching papers, you'll probably want to keep at least the same thickness of the magazine as before. Since all Holmen's papers are fresh-fibre papers, you will get the same thickness and printing properties while going lighter in grammage.
The best way to decide is to ask your sales contact to provide you with printed samples and a dummy in the size of your magazine. Find your closest office or representative or order samples here below.
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