Q: We are looking into switching over to the letter size format (6-1/8 inches x 11-1/2 inches by ¼ inch thick maximum) in portrait orientation for our catalog.
We need to get estimates from our printer. What are the specs I give them for this format?
I’m thinking it would be 24 pages. When we switch to this format, is the catalog stapled along the binding? What kind of paper do we use?
A: Thank you for your inquiry. It’s important to work with the experts for this type of change – and those experts are your printer and the USPS. If you can call or make an appointment to discuss your plans with your regional USPS office for bulk mail. That is the best approach to make sure that you understand all the details to qualify for letter-size mail. USPS regulations can be complicated so you want to be sure you don’t miss any details. If you cannot visit the regional office for bulk mail, at least talk with your local postmaster and see if you can get your questions answered there (although the bulk mail center will be your best resource). Bring your list of questions and ask what you need to know and what you need to discuss with your printer as part of your planning.
Then, armed with USPS information, you can discuss what you find out with your printer. I don’t believe the type of paper you use will be impacted by the USPS guidelines, but if you are currently using a glossy cover stock, it would be a good idea to stick with that to maintain an impression of quality. LERN research does not indicate that the type of paper used for inside pages needs to be glossy or even coated – but the quality of the cover does impact readers’ initial impression.
And check out the discounts being offered again this summer by the USPS for use of mobile barcodes (QR codes) -
2012 USPS Mobile Barcode Summer Promotion
For the second year in a row, the USPS will be “giving money away” in July and August to demonstrate the value of physical (print) mail in an increasingly digital world, and encourage its customers to try out technology linking physical mail to online content via mobile phone scanning codes. This year’s big summer promotion from the USPS will offer a 2% discount for mail that sports a mobile barcode that sends consumers to e-commerce or personalized websites.
You can find examples of what LERN member programs have been doing with QR codes in the Brochure Gallery within the LERN Club. You will also find images in the Gallery of member brochures that use the letter-size portrait orientation.
Please don’t hesitate to contact us if we can provide additional help. And good luck with your planning!