Catalog and Publication Outlook — Making Every Page Count

• Converting a catalog to a booklet or digest size to qualify for letter rates isn’t a magic pill, and there are other costs and ramifications that should be carefully analyzed in considering such a move, he adds. Dramatically changing the size of a catalog may affect its branding; reduction in square inches will impact product selection, layout and photography; there are costs associated with redoing creative designs and art; and space for personalized messaging and addressing may be limited, according to Schick.