June 1, 1999




The 10 BEST Operations Innovations

Once upon a time, the Sears, Roebuck catalog was probably the best-read book in the American household-next to the Bible. Customers would page through the catalog, illustrated with black-and-white line drawings, place orders, and patiently wait weeks or months for …

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June 1, 1999




The 10 BEST Cost-Cutting Ideas of All Time

In the catalog business, shrinking margins and increased competition can eat into profits, so every penny counts. Whether it’s shaving a few bucks off a mailing list or whittling a few cents off your production costs, such savings add up. …

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June 1, 1999




The 10 BEST Internet Marketing Concepts

As the editor of CATALOG AGE’S quarterly I.MERCHANT supplement (and as someone who sees little need to leave the house now that I have Internet access), I visit dozens of Websites each month. Most of them, I’m sorry to …

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June 1, 1999




Fire rips through Christmas supplies mailer

Kelco Industries, a $5.5 million manufacturer/cataloger of Christmas goods, suffered up to $2.3 million in damages following a fire that ripped through its Milbridge, ME-based merchandise warehouse trailers on April 3. Some 40 of the 60 aluminum trailers that housed wreath-making equipment and supplies …

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June 1, 1999




Next up for J. Jill: retail

Having grown sales nearly 158% in three years, from $85 million in 1996 to $219 million in 1998, women’s apparel cataloger DM Management is ready to conquer another sales channel: retail. The company (to be known as The J. Jill Group as of May 25 to …

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June 1, 1999




INTERNET AS SAVIOR?

For years, Weehawken, NJ-based Hanover Direct was one of the more acquisitive catalog companies in the business, having bought six titles since 1993 alone. But while Hanover was growing through consolidation, it wasn’t making any money-its last profitable fiscal year was 1994. …

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June 1, 1999




The 10 BEST Catalog Benchmarks

Having gauges against which to measure improvement, or lack thereof, is healthy both for the business and for management’s peace of mind. Because all companies need to adapt their goals as their businesses grow, benchmarks are fluid, living measurements that …

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June 1, 1999




The 10 BEST Catalog Copy Headlines

As every reader of this publication knows, catalogs use one of four standard headings:
1. Name the product.
2. Describe the product “phylum.”
3. Describe the product use.
4. Indicate the product benefit.
Presenting the 10 best catalog headlines is a tricky assignment for three …

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May 1, 1999




CONDUCTING A CATALOG OPERATIONS AUDIT

Promises, promises: All catalogs make them, but the best actually deliver both the goods and the service. Any catalog operations manager can tell you it’s easy for the marketing department to make grand promises, but fulfilling them can be challenging-especially …

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May 1, 1999




Transcat

Some catalogers worry that their Websites will cannibalize their mainstay business. Business-to-business mailer Transcat is hoping that its site will cannibalize its catalog.
The Rochester, NY-based distributor of industrial testing, calibration, and measurement equipment relaunched its Website in February, for …

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