This year’s model
Watch out, Lauren Hutton: Raquel Welch is homing in on your turf as mature celebrity-turned-catalog model. Last year, Ms. Welch modeled her own line of
Marketing
A Cornerstone by any other name…
This letter concerns an error in an article in your February issue, “Out with overstocks.” The author, Paul Miller, interviewed Paul DeMartinis of our
Postal reform: Will it take a fire?
It’s a given that conventional mailboxes will be a lot less crowded in the new millennium. Consider the following items:The Internet could eventually
RECEIVING: Getting the goods in faster
Advanced notice and planning can streamline the receiving processCatalogers constantly trying to deliver packages faster to customers often give short
Playing by the numbers
This month’s questionDo you plan to be more aggressive with your catalog circulation for 2000?Who knows if the small catalogers we spoke to this month
In search of CRM
It’s the buzzword among marketing proselytizers, visionaries, and MBA-types. But even catalogers that recognize the term `customer relationship management’
The annual best and worst of catalog copy
This job gets tougher and tougher. In the year 2000, online catalogs not only are achieving equivalence (and maybe, within the next five years, dominance);
RENTAL POLICIES: When list owners say no
Although list owners typically agree on the basic reasons to refuse another marketer’s request to rent their lists, each has a different definition of
Too many tools, not enough creativity
Can you possibly have too many tools and too big a budget? The answer might well be yes. Compare the movies Waterworld and The Blair Witch Project. Waterworld
Thoughts about 2000
This month’s questionWhat do you think will be the biggest issue facing small catalogers in the next year?Competition with bigger companies, rising production