Spiegel’s `big book’ racks up big losses
After nearly two years of restructuring, the Spiegel catalog is still three years away from turning a profit, according to president John Irvin. And some
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Cool description or enthusiasm?
Assuming your database is reasonably accurate, you also can assume that the people to whom you send your catalog-be it consumer or business-are getting
Tilley’s action plan
As befits a cataloger and retailer of “travel and adventure clothing,” Tilley Endurables isn’t content to kick back and let business take care of itself.
Why catalogers must eat their young
R ecently I learned that the largest corporation at the turn of the century-the Microsoft of its day-was the American Lead Pipe Co. How is that relevant
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
New Pig
Industrial safety products cataloger New Pig regularly receives praise for its loyalty-engendering marketing. Nonetheless, the Tipton, PA-based mailer
Virginia Traditions, Volume 36
From the succulent front cover photo of a platter of meats that “entices my appetite and demands I open the book and look further,” in the words of one
Fingerhut’s first step
General merchandise cataloger Fingerhut, which on July 10 bought 19.9% of online florist PC Flowers & Gifts, sees this investment as just the first step
When words aren’t enough
Pictures are worth more than a thousand words when it comes to selling-especially for online catalogers, which have only seconds to grab consumers’ attention.
Mostly roses, a few weeds
I’ll venture a dangerous opinion: Year after year, the copy in those catalogs chosen as Annual Catalog Award winners has been getting progressively more