Overseas Success Stories

| Mike McKenna

Among the U.S. catalogs mailing overseas, consumer books command most of the media attention. Yet it’s the business-to-business mailers that have made

Parceling Parcels Strike?

| Paul Miller

The United Parcel Service-Teamsters strike in August 1997 seems to have convinced many catalogers that they shouldn’t put all their eggs in one parcel

Opinion & Response backword

| MCM staff

A casket full of cheer As this month’s Benchmark Report on Merchandising (p.129) shows, catalogers continually strive to come up with product that sets

Page 10

| MCM staff

FINGERHUT TO BUY ARIZONA MAIL ORDER, LAUNCHES YOUTH CATALOG Fingerhut, whose $1.5 billion catalog business sells predominately electronics, housewares,

PC Zone gets down to business

| MCM staff

Computer cataloger Multiple Zones International is tapping into the small office/home office (SOHO) market by mailing its first business-to-business catalog.

Patagonia, Fall 1997

| MCM staff

The Patagonia catalog has always been about powerful imagery, and making that imagery grab the reader, tell a story, and sell a product. And throughout

Outbound explosion

| Paul Miller

Many consumers don’t appreciate phone calls from the likes of aluminum siding marketers or survey groups during dinner. Business-to-business catalog buyers,