In an interview with PrintWeek, George Fry, Convertible Solutions Managing Director-USA, noted direct marketers have long known that thicker postcards trigger much higher response rates, adding "The response rate can be 4%-8%. It can cost a little bit more but you end up getting a lot more impact."

The challenge for marketers, especially for those interested in shorter runs, has been that variable data printing on digital presses did not work well with heavier paper stock. Creative Solutions' new Double Thick Impact Cards are in 12 point thick sheets with cohesives on the back and a score down the center. The graphics for both the front and back of the postcard are printed on the front of the press sheet. When folded at the score, the front and back of the postcard seal together to create a 24 pt card.

Convertible Solutions, which is a division of Inter-State Studio and Publishing, is intent on providing post-cards, mailers and other paper that enable commercial printers to take advantage of new print niches.

"What you're seeing in the printing business now is more people focused on that 5,000 run," explained Fry, a 38-year veteran of the US printing industry. "It's more frequent runs of 5,000 rather than say a 50,000 run, because people want to constantly change their messaging and marketing."

"In the print industry paper consumption is way down - it's off 12% to 15% in the last four years," he continued. "And what that tells us is that, outside the large retailers like a Sears or a JC Penney's, companies are looking to do more targeted marketing with smaller groups while at the same time introducing newer features such as QR codes."

Fry noted Convertible Solutions and its parent company made the leap to digital more than a decade ago and carved out a lucrative business in profitable niches such as digitally produced school yearbooks.  

Now with its paper product line, it is working more closely with traditional local printers who may have already added some digital printing, but whose primary selling point has long been price. "We think the future is going to be printers offering niche products and niche solutions, so we're focused on providing them with the tools that can help them serve their customers as they move to become that new buzz word: marketing service providers."

In addition to the Double Thick Impact Cards, Convertible Solutions has full line of pre-converted stocks for envelopes, mailers and presentation folders. Its TRU-Flat book binding technology is also incorporated into Mohawk Fine Paper's Panoramic book product line.