‘Professional’ buyers
Mailing to the office is a necessary tactic for business catalogs, but many consumer catalogers have also been finding that it pays off to reach prospects
Catalog creative redefines image
Jewelry and tabletop gifts retailer Michael C. Fina has always been known as a discounter. But the family-owned business is changing its image, in part
Customer’s wish is Xtras’ command
A high-tech market requires high-tech customer communication strategies, or so business-to-business software cataloger Xtras has concluded. Responding
The merits of multis
Net-name arrangements, in which renters don’t pay for duplicate names eliminated during the merge/purge process, became popular in the 1980s. But today,
Not yet up to speed
Fifteen years ago, the list delivery process was clunky, undependable, and slow, taking weeks rather than days. Today, some catalog mailers claim, despite
Bargains abroad
Catalogers in the U.S. are enjoying at least one beneficial side effect from Asia’s economic ills: better prices on imports. But even as product costs
Determining the value of an online buyer
It’s fundamental: A list’s source-essentially, how the names were obtained-affects that list’s performance. For catalogers, “direct mail-generated names
Fingerhut’s Hispanic push
After trimming circulation of its general merchandise catalog last year to bolster flat profits, Fingerhut is in a heavy growth mode. The $1.5 billion
The art of the deal
Over the years, catalogers shopping for mailing lists have learned that list data cards are just guidelines, and that increasingly, flexible pricing is
Speaking their language
Clean and accurate list data is a critical component of any successful mailing. But list hygiene is even more crucial with ethnic lists, since they have