We all know how important advertising is, but we also know how expensive it can be. Below is an excerpt from Jean Joachim’s “151 Quick Ideas for Advertising on a Shoestring” about saving money by using all your paper space. And remember, postage is also a very expensive aspect of direct mail, along with the paper cost.
“Printing catalogs, brochures, and direct mail packages is expensive. I received a constant flow of direct mail efforts throughout the year. I am astounded at how inefficient big companies, especially banks, can be when they do direct mail. I don’t know how many packages I receive with a message printed only on one side.
The most expensive part of the printing process is the cost of paper, so why wouldn’t you print on both sides of each sheet for which you pay so dearly?
Every paper surface is important in advertising, marketing, and promotion. On brochures there is the “dead” panel, the one on the back that everyone assumes no one reads. But how do you know that the prospect never sees that side? If you already paid for the paper, print an advertising message, offer, or even company history on every surface, every side. Select slightly heavier paper stock so printing won’t show through.”