Narrow the Focus to Control the Big Picture

Avant-Garde's variable press capabilities allow for unique, value-added sizes. "A typical web size is 11˝, but we can go up to 17˝ for unique mailers that may feature four-color process and one-to-one personalization," added Boldig.

B&W Press carved out its own niche by creating unique, single-piece mailers, some featuring envelopes or postcards for return purposes, often doing redesigns for customers bogged down by multi-piece mailers. "Mailers consisting of three or four pieces that need to be printed, properly folded and inserted into an outer envelope can be complicated and problematic," explained Beegan. "Simplifying the design to eliminate inserting, as well as the printing and folding of multiple pieces, is significantly more cost-effective."

In addition, a single-piece mailer can make the most of immediate visual impact on the recipient. Beegan mentioned that some people still prefer an outer envelope and various insert pieces. "It all depends on the individual," he reasoned, "but a customer can reduce costs from 38 cents a piece to 29 cents a piece with single-piece designs. Over time on repeat marketing campaigns, the savings can really add up."

B&W Press manufactures its products from rolls on high-speed web presses that perform inline personalization both on the inside and outside of the piece before it is folded. So, for example, the recipient's address appears on an inside order form, as well as on an outside panel for mail processing.

Beegan explained that the pieces are often sealed with a fugitive glue, as opposed to a wafer seal that can rip the paper. "Fugitive glue is more like a Post-it adhesive," he continued. "It doesn't tear the paper fibers, and it can restick if necessary."

Like Avant-Garde, B&W Press frequently handles the entire project from personalization to mailing or will pack a job and bulk ship it to a designated mailing house.