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CatalogsInAction
Consolidated Press

The Benefits of B2B Catalogs

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If you are a manufacturer or wholesale business, you know getting your product into the right hands is vital to your sales. One way to get a buyer to notice your product is to put a catalog mailed directly in their hands. Like in the B2C space, B2B catalogs are tangible content pieces that have a long shelf life, can build a brand, help cross-sell, and offer an overall picture of what is available.

What You See

Because a printed catalog remains in someone’s sight, the brand, products, and other details stay on the buyer’s mind. Especially for manufacturers and wholesalers who offer many different products in larger quantities, a catalog with comprehensive information makes it easier for a buyer to make wise decisions. Instead of clicking through tabs on a web browser, they can enjoy the convenience of having a single piece to view.

In addition, printed catalogs are more likely to be retained for future reference. Suppose a customer likes an in-stock product but is interested in a different size or color. In this case, the seller can quickly refer to the catalog rather than attempting to navigate a website.

Another advantage to a print catalog is that the visual elements help build brand recognition. The way the photographs are styled, the colors and fonts used, even the finish and weight of the paper, create positive brand associations.

Finally, a print catalog shows commitment. The planning, design, and distribution of catalogs assure your audience that you invest in quality and aren’t afraid to promote your business and showcase your products in the best light.

What You Get

Whether you are a buyer who is sourcing inventory for a storefront, a construction company looking for building materials, or a manufacturer locating replacement parts, the experience of browsing a catalog is more immersive than scanning multiple websites. As the digital space becomes noisier with pop-up ads, email notifications, and social media alerts, having curated content in one place lets the viewer discover products and potentially uncover new items that may not have been generally found with an online search.

SampleCatalogsImg Wholesalers and manufacturers can use catalogs to inform businesses that they have options. With delays in the supply chain disrupting inventory, the arrival of a wholesaler’s printed piece can open the door to new relationships. On the flip side, showcasing your product in print can help move excess inventory from your shelves to where it is needed most.

Let Consolidated Press help you open those doors and move those products. Whether you need to provide a business customer a quick and simple directory of parts, or you want to feature beautiful goods in quality imagery and special paper finishings, Consolidated Press can help you explore cost-effective options. We also specialize in one-stop printing, binding, and mailing, for an end-to-end process that will streamline distribution, getting your pages where they are needed most.

magazine
Consolidated Press

Magazines, Now is the Time to Shine

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The print industry is here to stay, and at the same time, the industries that use print are changing. Magazines and periodicals are perfect examples of industries in demand, yet these media companies are also changing how they do business. Ad revenues are down; subscriptions are up (in some cases, 15% to 30%), and printers can serve these markets in creative and exciting ways. 

Reread, Retain, Reward 

Research shows over and over again that people enjoy getting mail and many prefer interacting with print pieces rather than digital advertising. People who read print media learn more effectively and retain more information. Magazine readers are diverse and include members of every age group, income level, sexual orientation and ethnicity. According to research, 91% of adults in the United States have read a magazine in the past six months, including 95% of adults under the age of 25.  

Magazines provide trusted information, and compared to Internet and television advertising; magazines persuade readers to try new things, buy new things, and help them make purchase decisions. Paper-based reading stimulates emotions and desires, and helps focus attention. Readers have positive associations with brands that advertise in magazines, and often seek out more information about the advertised product or service.     

According to “Mr. Magazine”, Samir Husni, Ph.D., the founder and director of the Magazine Innovation Center at the Meek School of Journalism at the University of Mississippi, magazines are here to stay. We don’t have a print problem, he explains. We have a business problem. The COVID-19 pandemic changed the business model in terms of distribution and revenue collection. Bookstores and newsstands closed, so periodicals need to depend on the post office to get to consumers. Advertisers have other, often less expensive outlets than print magazines. The loss of distribution outlets and advertising dollars is a real double whammy.  

print magazine and periodicals

Quality over Quantity 

In order to continue to publish, magazines need to deliver experience-making content, says Dr. Husni. People depend on the publications to which they subscribe to provide content they can trust, content that has been vetted and verified. Magazines are reinventing themselves by moving to quarterly publication, rather than monthly, or by releasing special editions. Timeless content that readers can return to will pay off for magazines as advertising models change 

Making a print project stand out from the pack can grab a person’s interest when browsing the magazine rack. As a non-disposable media platform, magazines have an advantage in style over other types of media. One option to engage customers is a bookazine, which is a publication that combines elements of magazines and books. A savvy magazine publisher will look beyond a monthly subscription, and create special editions on niche topics their readers will want to read and save. By using embossed graphics, foil printing, and high-quality paper, a printer helps publishers impart a feeling of value. (Very savvy publishers will also branch out into digital or streaming platforms, such as podcasts or television, information about which will be available to consumers via their print base.)  

A Knowledgeable Printer is a Valuable Partner 

Building a relationship with a printer will make a good print partner aware of the challenges magazines and periodicals face. By offering quality printing, an experienced printer will ensure that customers who are now laying down $12 or $15 per magazine get a collectible item that they can showcase in their homes. 

publications
Consolidated Press

Periodical Publishers Should Capitalize on Surprising Finishes and Formats

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The golden age of print is happening now. More formats are available than ever before, more enhanced printing and finishing options at a lower cost, and lightweight papers that convey gravity and elegance while being economical to print and mail, especially for periodical publishers.

As magazines, periodicals and journals continue to compete for shelf space and strive to reach the top of the inbox, publishers should capitalize on the unique, hands-on experiences printers have to offer. Look for a color that’s outside the lines, eye-catching sizes and shapes, and highly touchable papers and finishes. The trick is to find a printer with these capabilities that also offers value, speed, competitive pricing, and unmatched quality.

Refining the look and feel of your publication will set it apart from and above the competition. Consider going outside the box with:

Paper.

Consolidated Press offers more flexibility and economy, starting with picking your paper. CP’s process allows for lightweight paper options that most offset printers won’t touch because they can be hard to print on. Publications can be lighter and less expensive to mail, making a huge difference to a magazine on a regular schedule. 

Tipped-in pages.

Set your periodical apart with color illustrations, maps, coupons, advertisements, reply cards, and much more. Be sure your readers open to the page you want them to.

Customized binding and finishing.

Choose from in-house perfect binding, saddle stitching, drilling, laminating, gluing, and more — whatever binding matches the personality of your publication and works for mailing to your customers. 

Color that dazzles.

In publishing, a printer’s capabilities should show their true colors. In addition to striking and precise color matching, true to the last page, CP can do a fifth spot color, as well as spot varnish. CP can print “5 over 5”  in one press run, translating to faster delivery, less waste, and excellent color consistency throughout the run. 

Versatility.

Not all the pages are created the same, and they don’t all need to go on the same press. Consolidated Press offers the upgraded, in-house process of simultaneously printing the inside of a publication on one press and the cover on another. This optimized workflow offers efficiency for printing pages while opening unique opportunities to make each cover impactful and distinctive using handpicked stock and finishing options. 

After your unique publication is printed and bound, CP can shrinkwrap, mail, distribute and warehouse. We are indeed the premier resource for periodical publishers. See more of our work.

Consolidated Press is one for the books. Call or click today to start our valuable partnership in printing.

Consolidated Press

Hitting the Books with Expert Printers

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While digital publishing trends may be the talk of the town in educational circles, the value of print pieces cannot be ignored. Whether you’re an educational institution looking to create and distribute marketing materials and alumni magazines, or an instructor seeking to reach students and help them learn, partnering with a print expert will benefit your audience and your bottom line. 

Student and Alumni Life 

As with print catalogs and other direct mail pieces, the use of graphics appeals to the senses. For student catalogs and curriculum offerings, photography will bring your campus to life in living color. For alumni who want to stay in touch with their colleges and universities, magazines incorporating photos, graphs and charts regarding where their contributions go, and other visual elements will evoke positive feelings and memories.  

An outstanding way to engage the user experience is by using tipped-in pages. “Tip-ins” are pages that pull the reader’s attention to a specific activity or content subset. If your university has a top-rated educational program, set it apart in the student catalog. For alumni, use a tip-in to highlight the achievements of their fellow graduate class members.  

Promote Learning 

According to research done by Dr. Naomi Baron, the vast majority of students say they learn better when they are provided print materials rather than relying on digital instructional materials and online educational resources (OERs). While higher ed institutions may be tempted to move toward digital resources because of perceived cost, learners still want print materials. Students report they re-read print materials, as opposed to just skimming through online resources one time; and they say they retain information better when they have read something from a print source. 

Because higher ed is facing a contraction of resources, especially from a federal level, it’s more important than ever for these institutions to partner with an expert that can optimize their dollars. As students continue to demand books in print, a responsive and experienced printer with versatile offerings and an economy of scale can support this market by providing high-quality content to readers who want it.  

Education print publicationContinuing Education 

Colleges and universities aren’t the only educational institutions out there. Many industries demand that employees continue to learn to stay on top of industry trends, appeal to an ever-evolving customer base, and keep up with advancing technology. Providing employee handbooks, workplace manuals, and other corporate materials will engage your workforce in knowledge development and skills training,  benefiting their careers and boosting productivity.  

Consult with the experts at Consolidated Press. Cost-effective options include sheet and web printing for more options with sheet sizes and basis weights; in-house perfect binding to reduce shipping costs and time; and various paper options.  We can ensure your printing projects will run smoothly, deliver on time and within budget, and thrill your audience with the information they are seeking. 

direct mail
Consolidated Press

Direct Mail is Worth a Thousand Words

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According to a study of commercial printing trends, direct mail campaigns are on an upward swing. It’s expected that almost 72% of corporations will use direct mail, including catalogs, postcards, brochures, and books. Well-executed direct mail campaigns have a higher response rate than digital tactics, and direct mail reaches audiences that online campaigns don’t.  

An outstanding metric to note is that companies of all ages – even new companies founded in the digital age – use direct mail. Companies 10 and 20 years old are leveraging direct mail at rates of 14.5% and 15.8%, respectively. Google, Amazon, Door Dash, and industry leaders in real estate, health care, leisure and travel are all using direct mail marketing to reach consumers.   

direct mail

Sending a postcard as a direct mail marketing piece is a quick and versatile way to get consumers’ attention. Using eye-catching graphics, an attention-grabbing headline, and quality card stock gives a postcard heft and authority. A brochure mailer has the advantage of giving consumers more information than a postcard, while still providing contact information and calls-to-action. Staying in front of your customers with relevant, targeted messages and offers can help keep your business front of mind.

One cost-effective method to reach customers is with self-mailers. A quick way to get your offers or branded materials into the mailstream is by creating a self-mailable piece or publication that can be inkjet addressed inline as it is printed—no inserting into envelopes or additional assembly work. The printed piece catches the eye as soon as it lands in the mailbox.  

More Direct Than Email 

  • Consumers like getting mail, and they especially seem to like postcards and catalogs.  
  • Because of their tangibility, direct mail pieces last longer than emails.  
  • Direct mail postcards are perfect for coupons. Putting a coupon on a postcard makes it easy to hold on to, and easy to use. 
  • Direct mail is also perfect for images. On a postcard, a powerful image paired with short, concise copy tells the receiver everything they need to know at a glance. With brochures and catalogs, companies have the opportunity to tell a longer story, and still emphasize image and copy elements. 
  • Response rates to digital interactive elements, also called digital calls to action, have doubled in the past four years. These callouts include social media channels, QR codes, and prompts to visit a website. 
  • Postcards and brochures are versatile. These types of direct mail come in a variety of sizes and card stocks, with specialty coatings and graphic elements that can make an immediate impact. 

Consolidated Press is your printing partner for direct mail. Contact us to talk about specialty printing, unique sizes and special mailing rates. 

 

Consolidated Press

Printed Books Trend Upward in Sales Post-Pandemic

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Hot off the presses: as we head into the post-pandemic era, print book publishing is picking up where it left off — skyrocketing in sales and popularity. As print books trend upward in sales post-pandemic, publishers need printers to rely on for speed and flexibility. 

Print is on Trend

The New York Times wrote, “Sales of digital books fell 3.6 percent to $1.02 billion in 2018, a third straight decline, while hardback sales rose 6.9 percent to $3.06 billion and paperback sales 1.1 percent to $2.67 billion, according to the Association of American Publishers.”

In January 2020, The Association of American Publishers reported that total book sales were $12.57 billion year-to-date in 2019. The growth was an increase of 3.6% over the previous year. Printed books continued to dominate the consumer publications category, accounting for $751.0 million, or 80% of the category’s $938.7 million in revenue. Paperback books saw the most growth, once again, climbing 11.0%. Professional publishing also jumped.

While book sales initially dropped off in early 2020, they began to tick upward in the spring and ended the year strong with print sales rising 8.2% over 2019, the most significant annual increase since 2005, and the print total of 751 million units sold was the highest since 2009. An increase in online sales drove numbers up, and online sales are projected to continue strong through 2021.

Printed Pages Produce Better Comprehension

Several recent studies have reviewed digital books and education materials vs. paper. According to the Hechinger Report, a nonprofit newsroom focused on education that examined these studies, reading on paper trumps reading on screens regarding comprehension and student preference.

The Right Partner Can Make the Difference

Let’s get your titles flying off the shelf,  What does all this mean for today’s book publishers and the way they work with printers? Here are the key takeaways:

The era of printed books is not over. It’s on the uprise, so finding a reputable, flexible, high-capacity printer like Consolidated Press to keep up with publishing demands is crucial.

Time and again, learning and comprehension are reported to be better on paper than with digital for a variety of reasons, which research is still uncovering. In the meantime, book publishers can rely on a powerhouse printer like Consolidated Press to increase efficiency and cost competitiveness to meet the demand for more printed books.

Independent bookstores are increasing their margins with gifts, consumables, events, and more. As a result, publishers don’t need to slash prices to be competitive. The boutique environment is also an incentive to experiment with bolder designs and visual impact to stand out on a shelf.

Sales of e-books are down and audiobooks are up. E-books compete primarily with paper books; audiobooks compete with music, podcasts, radio, and other paid audio media. Some publishers have adopted a digital-first strategy and need a printer that can nimbly print books on demand.

Paperback books continue to see explosive growth. You can depend on CP’s equipment to precisely print crucial information and images, perfect binding each piece with optical cameras confirming quality and placement. We ship straight from our warehouse, offering the most accurate addressing and cost-effective mailing available.

Whether on-demand or on a schedule, textbook or trade paperback, CP can meet today’s book printing market demands and exceed publisher expectations for quality, speed, value, and flexibility every time.

Consolidated Press is one for the books. Call or click today to start our valuable partnership in printing.

 

Consolidated Press

Use These Best Practices for your Next Direct Mail Campaign

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(Spoiler alert: Hiring an expert in printing and mailing covers ALL the bases!)

Not only is direct mail a great way to engage with your customers, but it also offers a powerful return on investment. Direct mail provides measurable results that generate leads, especially when using branded visuals, a solid call to action, and integration with your digital marketing campaign elements. Recent statistics reinforce the high impact advantages when communicating with direct mail compared to email and other electronic solicitations.

Did you know?

As consumers begin to flood the marketplace again, now is the time to put your brand messaging where it makes the most impact — right on their doorstep. But time is money, and the use of best practices for printing and mailing ensures a powerfully effective campaign that fits your budget.

Consider these pathways to success:

Hire an Expert

Direct mail is a complex endeavor. Between branding, designing, copywriting, printing, data management, versioning, sorting, scheduling, storing, mailing, returns, and measuring success, you have a full-time job on your hands with a direct mail campaign. A full-service printer with a consultative approach like Consolidated Press can walk you through each and every step and then replicate it for the next mailing, ensuring brand standards and clean lists.

Weigh Less, Pay Less

Paper stocks, embellishments, special coatings, coupons, return mailers, and other specialty items can add up, and mailing with efficiency means traveling light. But some projects call for high-end stock, unique finishes, and stand-out enhancements. Ask your expert to show you what items you need to maximize your investment and to help you choose the right paper and finishes for your project.

Panels, Tabs, and Size Restrictions, Oh My!

Direct mail through the United States Postal Service is a tricky business — and a highly regulated one. Your mailer needs to be the appropriate size and weight, a specific number of panels and tabbed or glued to meet USPS regulations. The specifications are vast. If you don’t believe us, look here to dive into the seemingly endless details of mailing. Never mind, don’t do that. Consolidated Press has a massive mailing program all designed to seamlessly and painlessly work within the postal system.

Have Some Class

The USPS delivers mail at several rates or classes, determined by the client’s needs and purpose of the mailing. Most often, you’ll be using USPS Marketing Mail, which, for beginning mailers, is often the best choice because postage prices are very low. According to the agency, mailers use USPS Marketing Mail to send:

  • Printed matter, flyers, circulars, advertising
  • Newsletters, bulletins, and catalogs
  • Small parcels

All USPS Marketing Mail prices are bulk prices, and each mailing must meet a minimum quantity of 200 pieces or 50 pounds of mail. There is no single-piece USPS Marketing Mail postage. In USPS Marketing Mail, there are prices for letters, flats/large envelopes, parcels, marketing parcels, and Parcel Select Lightweight parcels. There’s more where that came from, but you don’t need to get into the weeds — you need to ask your expert. 

Consolidated Press, by the way, knows all this stuff and more. 

When you need expert advice on printing and mailing with a consultative approach to your project, call or click Consolidated Press to determine how they can put the pieces into place.

 

Consolidated Press

Embellished Direct Mail Discounts with USPS

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Take advantage of direct mail with CP’s specialty print capabilities

Direct mail is an effective marketing strategy—year after year, the statistics tell the tale. A personal, targeted approach integrated with online purchasing and engagement is irresistible to many consumers.

At the same time, the costs of mailing and paper continue to rise, and organizations need the return on their marketing investments to be above average and consistent. Fortunately, the United States Postal Service has our backs. 

The USPS Mailing Promotions and Incentive Programs are designed to help marketers, printers, and mailers increase customer engagement and response rates with their mail pieces. Through July 31, the USPS will be offering 4% off eligible postage on mail pieces that encourage sensory engagement. The Tactile, Sensory & Interactive (TSI) Promotion leverages the technological advances the print industry has been steadily innovating.

From the USPS TSI Promotions Requirements and registration site:

The print industry has been actively innovative not only in print production equipment but the fundamental elements of the mail itself through new developments in papers/stocks, substrates, finishing techniques, and inks. These elements can be incorporated to engage a multi-sensory experience through special visual effects, sound, scent, texture/tactile treatments, and even taste! In addition, interactive mailpiece features (such as pop-ups, infinite folds, or other dimensional treatments) can also help drive a marketer’s customer’s engagement.

Neuroscience and neuromarketing research supports the potentially significant impact on brand recognition and message recall when marketing materials engage tactile experiences and/or senses. By leveraging the physical aspects of the mailpiece as well as the advances in print technology, marketers can enhance how their consumers interact and engage with mail. 

New technology and print techniques can enhance the traditional benefits of a physical mail piece and give higher response rates and an increase in overall return on investment. Three categories are featured in this promotion:

  • Specialty Inks
  • Specialty Paper
  • Interactive elements

Here is where Consolidated Press can step in with its vast capabilities in soft-touch, hybrid UV printing, vibrant inks, and specialty paper. CP is a leader in stunning yet economical direct mail from magazines to catalogs, directories, newsletters, promotional mail. We also are seasoned mailing experts. In addition to working with you to capitalize on USPS promotions, we can analyze your files and provide postal logistics planning and strategy, often leading to bulk discounts and increasing your crucial marketing ROI.

Contact us today to start your tactile, sensory, or interactive direct mail campaign. We would love to put your project first.

 

Catalog Magazine
Consolidated Press

Catalogs are a Powerful Investment in the Marketing Mix

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A great printer increases the return on that investment

It’s fun to get mail, and studies show consumers simply love it. Yet for a business, communication needs to be purposeful and powerful. With every page, there is a new opportunity to create a positive and lasting relationship with consumers that need your products and services. 

Enter the direct mail catalog—a powerful marketing tool that works synergistically with online purchasing, dynamic user experiences, and superior measurables.

Simply put, integrated online and in-hand marketing campaigns add up to much more than the sum of their parts. Beautiful, targeted, interactive catalogs are the beating heart of those campaigns. 

Learn the powerful ways catalogs convert your browsers into buyers, and how Consolidated Press can leverage that spark.

Customers who have a multi-channel relationship with companies buy more — and more often

Multichannel shoppers spend three times more than single-channel shoppers, and more than half of marketers today use three or more channels to promote their brands. Nordstrom reported recently that customers who connect with its brand through multiple channels spend four times as much as those who don’t. And while 95% of marketers know they need a multichannel strategy, most do not have one. Targeted catalogs offer that extra channel for buyer connection.

Customers are 46% more likely to buy from a company they are familiar with

Seasonal mailings keep that relationship up and offer enticing solutions and ideas just as consumer interest is peaking. (Think seed catalogs arriving in February just as the ice begins to thaw. So exciting!) But it’s important to be very targeted and personalized with your message in those seasonal campaigns because your direct mail is likely to arrive in the same week or even on the same day as your competitors. If you speak to those consumers directly while pushing them to your website or other online sales channel, they will have your company at top of mind.

Direct mail response rates are excellent and on the rise

Response rates to direct mail have increased dramatically in recent years, both to house lists and to prospects. More than half of catalogs are reported to be read or set aside to read later, an astonishing number compared to email marketing. Recent studies found that direct mail averaged a 4.4% response rate, compared to email’s average response rate of 0.12%. According to direct mail industry trends, a whopping 90.9% of merchants still use catalogs as a primary marketing tool, and 44.4% report their catalogs’ circulation grew year over year. 

The return on investment for catalogs is high, but smart businesses still want to keep that investment strategically budgeted and targeted.

This is where Consolidated Press comes in

A powerhouse printer like Consolidated Press can keep costs down through scale and technology. To achieve that sought-after ROI, catalog and direct mail printers need to be lean, agile, and consistent, reducing waste and saving time. With our web, sheetfed and digital presses, your project will always be on the most efficient equipment for the job. CP’s Quality Assurance process guarantees that crisp imagery and brand colors will be perfectly matched in each new publication printed, ensuring clients are always presenting a consistent brand to their customers.

Tip: Plan and design several seasons’ worth of catalogs at once

Increase brand familiarity and ensure your catalogs reach your buyers and prospective buyers just when they are ready to order!

21st-century printers help clients target their customers through clean data, versioned copy, and multi-channel connections. Consolidated Press can easily put the most persuasive message in front of stakeholders on the house list or tweak it for high-value prospective customers. If our clients have data on their customers, we can use it to the fullest extent during the printing, mailing, and metrics tracking processes. We can help you strategically and seamlessly connect your paper catalog with your digital point of sale using dynamic technologies and tracking codes.

Tip: Come to us early in your process, and we can make sure your data is clean and ready to target buyers and users

Remember: the better the data, the broader the reach!

Consolidated Press employs a consultative approach with our clients to achieve stand-out publications that will be read right away. We can walk you through the benefits of various paper stock and finishes to both save mailing costs and create an enticing user experience. We have the capability to print unique sizes and shapes, creating a coffee-table piece that will draw eyes and hands. Consolidated Press utilizes the strength of its front-end software to manage color definitions on the press, resulting in consistent quality throughout a project’s run, and on future runs.

Tip: Mailing costs cut into profits

Work with one of our consultants to achieve that sweet spot of eye-catching innovative paper that is low weight and highly printable!

Whatever your products or services, a series of beautiful, well-targeted catalogs can increase user engagement, resulting in higher sales and revenue. Call or click to find how Consolidated Press can put the pieces into place.