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The article focuses on cost-cutting measures being made in catalog paper. Scaling back on grade quality and/or basis weights of catalog papers is one of the first places catalogers look to cut costs. A lighter basis weight is being used by plenty of marketers to lessen the quality of their paper to offset postage increase. Trends that are affecting catalog paper selection are explored. INSET: KEEPING PAPER WEIGHT LOW FOR POSTAGE BREAKS.

The author offers tips for catalogers on how to reduce their catalog design and production expenses. She states that catalog creative is one of the most expensive elements of marketing. She recommends evaluating the catalog paper weight and notes that it has no effect on customer behavior. She also suggests for catalogers to develop one-on-one relationships with customers.

The article discusses rising paper prices as of April 2011, and the reasons behind them. It states that on April 1, most of the major producers increased their prices by 2 dollars per hundredweight (CWT). This is due to the rising costs of chemicals, fiber, fuel and transportation costs, as well as the February shutdown of NewPage's mill at Whiting, Maine. As a result, buyers have been increasing inventory, while mills have been replenishing theirs cautiously. It is expected, however, that further price hikes may be implemented before year's end. INSET: NEWPAGE'S PROSPECTS.

The article discusses the importance of finding a balance in content when embarking on a marketing automation initiative. It says that starting up with five pieces of content such as white papers and videos can get a company a nurturing cycle of three months. It also explains the importance of having a content plan by identifying the buyers of a particular product, the type of content they use online and basing messages on how a customer moves through the buying process. INSET: AUTOMATION QUICK TIPS.