Insight to Shut Print Catalog

You won’t have Insight to kick around anymore — at least in your mailbox. “This will be the last year for our print catalog,” says Charles Jarrell, president of $1.5 billion-plus computer reseller Insight Enterprises.

The success of the Tempe, AZ-based marketer’s new business model, which integrates the telephone sales force with its Website and e-mail marketing campaign, inspired the company to eliminate the print book.

“We started reducing our circulation frequency in 1998 and continued reductions during the last three years,” Jarrell says. “We began producing an HTML e-mail marketing program and slowly replaced our offline prospecting efforts with e-mail,” which goes to Insight’s business-to-business mailing list. “We’ve also been repositioning our business model to take advantage of our sales force,” he says.

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