Rack cards can be the better brochure. The main advantages rack card printing has over brochure printing are the lower costs, easier portability, higher visibility and customer familiarity. Let me explain. When comparing "typical" costs, rack cards come in about 2 to 1 over brochures, primarily because rack cards are smaller than brochures. The smaller size also make rack card easier to carry around and to stuff into a car visor or door pocket. Rack cards are definitely more portable than a typical brochure. The displays you see in tourist areas are built for the standard rack card size -- not for standard brochure sizes -- this creates an opportunity for rack cards to be more visible than brochures in locations that have rack card displays. Finally, customers are used to seeing rack card and rack card displays; they are familiar with the whole rack card set up. In fact, many tourists seek out rack card.
Rack cards are the bigger postcard. Much like brochures, postcards just don't work well in the rack card display system and a standard postcard offers less room for graphics and details than a typical rack card. There's about 25 percent more space on a rack card -- giving the marketer that much more room to include larger or more images and text.