More traditional catalogers are counting on their Websites to boost sales, and more Internet-only retailers are launching catalogs. These changes in the industry has led the Direct Marketing Association’s Catalog Council to change its name to the DMA Catalog and Multichannel Marketing Council.
“The catalog industry has evolved and now communicates with consumers and businesses through multiple channels,” council cochair George Mollo, who is also president of operations consultancy GJM Associates, said in a statement. “This name change captures this evolution and reflects the understanding that our members have grown into multichannel merchants…The council is not focused on issues related strictly to catalogers. For example, a retailer which is expanding and integrating communications to include direct mail, e-commerce, and/or retail stores, is now more fully represented.”