Understanding the Real Value of a Prospecting List

| Michelle Farabaugh

Prospecting results are traditionally reviewed based on the total performance of sales per book for each list, and subsequent mailing decisions are based on these results. In actuality, you should conduct further analysis to determine the true strength of each particular list and whether it makes sense to rent that list going forward.

Spruce Up Your Holiday Mailings

| Mike Yapuncich

The large volume of mail processed by the U.S. Postal Service between Thanksgiving and Christmas can provide challenges to both catalogers and mail carriers. In anticipation of the holiday rush, you should allow ample time to employ sophisticated list cleansing strategies so that you can be sure your mailings reach all of your customers and prospects.

Storehouse Forced to Liquidate

| MCM staff

Home furnishings cataloger/retailer Storehouse is to close all 77 of its stores and its direct business following a court-ordered bankruptcy liquidation sale.

Breakfast With Bean

| Mark Del Franco

Though Leon Leonwood Bean barely had an eighth grade education, he mastered the golden rule of retailing: Sell good merchandise and treat the customers like human beings, and they will always come back for more.