Collateral development and production can be expensive. According to Caslon, 500 billion pages of marketing collateral are being produced annually – that’s a total retail value equal to $30 billion annually.
However, the visible part of the cost of collateral – the printing – is just the tip of the iceberg. In fact, printing accounts for only 14% of the total cost, while the balance is spent on the processes to support it.
As an example, research show that 31% of printed material becomes obsolete and is thrown away.