Given that number crunching is a core competency of any cataloger and Internet marketer, I believe that all employees in a catalog company should have

It’s a fact that most catalogers are continually striving to improve profitability. And with today’s ever-increasing costs, it behooves us all to understand

In the last two columns we discussed why keeping tabs on your fixed creative costs is crucial to managing your catalog or Internet budget. This month

In the April issue, we looked at the first part of fixed catalog or Internet creative costs the cost of designing, photographing, and producing catalog

Creating and producing a catalog is similar to designing and constructing a building. In construction, the architect plays the key role in preparing a

As catalog and Web marketers, you need to understand the role and importance of numbers in driving your business. Comprehending everything you can about

In the November issue, we looked at a simple breakeven analysis and how it can help you evaluate your marketing plan and determine where to cut off mailings.

Breakeven analysis is one of the most difficult tools for new catalogers and Web marketers to understand. As with the forecast, you typically perform

Every catalog business has its unique inventory challenges. Apparel catalogs can expect high returns and cancellations often 25%-30% of sales and typically