Dos and don’ts of buying paper

Warburton concurs with Walsh about not signing a contract. No respected distributor will quote a price that is not backed by the mill. But certain things, such as price and the length of time that price is good for, should be in written form; either a letter or e-mail will suffice.

What's more, once an order is placed, “the paper buyer should review every detail of the merchant's acknowledgement, making certain everything discussed is correct: price, roll size, paper grade, basis weight, shipment location and due date at the printer,” she says. “Once this is acknowledged to the cataloger, it is incumbent upon [the paper merchant] to make sure everything is correct.”

DO compare samples from various mills, says Lisa Warburton, catalog/production manager for The Lenox Group, manufacturer/marketer of tabletop items and collectibles. “Not all 45 lb. [stock] feels the same, and not all brightness looks the same.”

Shop around for the right partner and paper

IF YOU'RE SEEKING A PAPER SUPPLIER, start by getting recommendations from peers, says Sarah Fletcher, creative director for consultancy Catalog Design Studios. “If you have good relationships with other direct mail companies, ask them who their favorite vendors are.”

Should you visit the paper company before agreeing to buy from them? It's probably not necessary if the paper mill has a solid reputation, says Darlene Sobers, print production manager for auto parts and accessories cataloger J.C. Whitney, “although it is fascinating to see how paper is manufactured.”

Do make sure any potential merchant knows your paper grade and has a position at multiple mills, says Tim Gable, director, production services for cataloger/retailer OfficeMax “They work for you, not the mill — don't let them steer business to their favorite mill,” he says.

As for selecting a particular paper, Fletcher says to shop around, ask questions and run what-if scenarios. And don't be afraid to look at lower grade papers, she says. Some of the groundwood papers are as bright and weigh less than some of the #3 [grades] on the market.

But keep in mind that “cutting costs on paper can make a high-end catalog look cheap,” Fletcher warns.“If you need to cut costs on paper, try cutting back on sales books rather than full-price books.” — JT