Wisconsin produces much more than cheese

If Wisconsin wasn’t called “America’s Dairyland,” it could easily be called “America’s Paperland.” Wisconsin has led the nation in paper production for 45 years. The dairy state produces more than 4.9 million tons of printing papers a year. Cities like Neenah, Wausau, Appleton, Nekoosa, Kimberly and Plover are PAPER CITIES!

Direct mail printing is more than the reproduction of words and images on paper. It is the physical experience of getting the piece in the mail. You can hold the piece, feel the paper and see the interplay of ink on paper. As such, paper is the carrier of the image.

The first thing to consider is the paper’s physical characteristics and the quality of printing exceptions. Normally, the more expensive the paper, the better the printing quality. When choosing a paper stock look at the strength, durability, basis weight thickness or bulk. Other factors to consider are whiteness, brightness, opacity, surface smoothness, printability, appearance and your budget. The direct mail piece may have to travel throughout the United States. It must have the durability to move through the post offices across the nation.

Direct mail materials must be compatible with lettershop equipment. Inkjet systems at A.M. will imprint on all paper stocks.

The decision about paper stock will make a big difference in the cost and print reproduction of the printed image. There is always a correct paper stock for each element of a direct mail package. Normally, a coated paper is best for a four color brochure and uncoated papers work well for letters and response vehicles. The outer envelope is usually a 24lb white uncoated paper. A heavier 28lb stock is used for 9x12 or larger envelopes.

For selfmailers up to a 6x11 size, a 9 to10 point stock is recommended. A minimum of 7 to 9 point card stock is recommended for postcards and reply cards.

The normal grades of paper are: Bond, Uncoated offset, Coated offset, Text, and covers. Comparing printed paper samples is the best way to choose a stock that fits a project.

Free paper comparison chart

A surface comparison chart is one of the most useful tools available for choosing the right paper stock. The

A paper surface comparison guide is an excellent tool for direct marketers. It shows how paper stocks look, feel and react to ink.

S.D. Warren Company published an excellent paper comparison guide. You can see a comparison of four color, spot color, solid line work, half tones and text on coated and uncoated stocks. You’ll find examples of uncoated offset, matte coated, silk coated, dull coated, gloss coated and cast coated papers.

A.M. Mailing has a limited supply of this handy booklet. For your FREE copy of the Paper Surface Comparison Guide, call A.M. at 608-884-3452, e-mail info@ammailing.com.