jtara - 9:46 pm on Sep 14, 2007 (gmt 0)

In either case, the back will never be seen again.

In most cases, the CARD will never be seen again!

Your best chance to make an impression is when you hand a person the card. If it's appropriate to do any kind of sales pitch, you will probably do it at this time. If you are in a rushed situation, you can at least suggest that more details can be found on the back of the card. If you can get them to flip it over, you're already getting somewhere. It's a useful indication of interest, but one that you won't get if there's nothing there on the back.

Why not summarize on the front, and provide more detailed information on the back? Why not? Ink is cheap.