The challenge in this sector is to find affordable price without losing out on quality of grade or the substrate's feel, writes Nosmot Gbadamosi. It comes as no surprise to hear that, when choosing paper, most print buyers are looking for quality at an affordable price. However, finding a grade that fulfils both criteria is not as simple when it comes to letterhead paper. One option is switching to lighter grades, something that Angela De Vorchik, operational marketing manager at Arjowiggins Graphic, says has been happening more often recently thanks to the recession. Yet there is still a lingering fear that choosing thinner paper might be detrimental to a brand's image, given that letterhead papers serve two primary purposes: to communicate to customers and to promote a company's image. On the flip-side, going for a bulkier paper with a lower grammage, isn't necessarily the answer either, according to De Vorchik.
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机译：Nosmot Gbadamosi写道，该行业面临的挑战是要找到可承受的价格而又不失等级质量或基材感觉的损失。毫不奇怪，当选择纸张时，大多数印刷买家都在以可承受的价格寻求质量。但是，就信笺纸而言，要找到一个同时满足这两个条件的成绩并不容易。一种选择是切换到较轻的等级，Arjowiggins Graphic的运营营销经理Angela De Vorchik表示，由于经济衰退，最近这种情况越来越多。然而，由于信笺纸具有两个主要目的：与客户沟通和提升公司形象，因此，仍然存在一种持续的担忧，那就是选择较薄的纸张可能会损害品牌的形象。另一方面，根据De Vorchik的说法，采用更大的克重纸也不一定是答案。
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