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In the good old days of, say, 20 years ago, the lifetime value of a typical catalog customer was three times the value of a prospect. That meant you could

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

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

For certain, cataloging is a merchandise-driven business. Who hasn’t heard about the brilliant product idea that launched a successful mail order enterprise,

We’ve come a long way, baby, in production technology. Sure, the printing press helped create the catalog industry as we know it, but advancements in

Beauty may be in the eye of the beholder, but in catalog creative, a pretty presentation had better check out on the balance sheet as well. As one catalog

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

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

We won’t waste your time nattering on about why creating customer loyalty is so important, and why loyalty programs are critical. If you’ve made it this

Why these guys? As you read this, you’ll likely agree with some of the selections, and disagree with others. Maybe strongly.After all, some of these catalogs