Just read your March 1 editorial and agree that all the rate increases could be upsetting. But like you, I like to focus more on the positive side and think, OK, let’s identify opportunities for the catalog industry – and there are lots:

1. Merger and acquisition opportunities for catalogers to build a stronger brand family and cut overhead costs.

2. More-focused targeting to prospects and customers.

3. More-creative merchandising and marketing.

4. Better brand building in all channels.

There are lots of challenges for catalogers, and that’s exciting and exhilarating to an industry that was developed by entrepreneurs. And we all know that entrepreneurs thrive on challenge.

So on to 2000 and a busy, creative year.

Just read your March 1 editorial and agree that all the rate increases could be upsetting. But like you, I like to focus more on the positive side and think, OK, let’s identify opportunities for the catalog industry-and there are lots:

1. Mergers and acquisitions opportunities for catalogers to build a stronger brand family and cut overhead costs.

2. More focused targeting to prospects and customers.

3. More creative merchandising and marketing.

4. Better brand building in all channels.

There are lots of challenges for catalogers, and that’s exciting and exhilarating to an industry that was developed by entrepreneurs. And we all know that entrepreneurs thrive on challenge.

So on to 2000 and a busy, creative year.