by Steve Lett | Jan 22, 2024 | Blog
I began my career in catalog marketing almost 50 years ago. Never can I recall the paper market being in such a state of flux. There is no way to sugarcoat it, it’s bad. I want to explain what has occurred, what the future holds, the impact of the paper shortage and...
by Steve Lett | Jan 22, 2024 | Blog
There are two primary ways to grow a catalog business; by increasing either the page count or circulation. If you can do both at the same time, it’s a win-win. These two strategies work in combination with one another. They do not compete with each other for the...
by Steve Lett | Jan 22, 2024 | Blog
There are two main ways to grow a catalog business. One way is to increase circulation. Another way is to increase page count, which is the focus of my article this month. If your catalog weighs less than 3.3 ounces, increasing page count will not increase your...
by Steve Lett | Jan 22, 2024 | Blog
This could be a difficult holiday season. It could be a rough ride, especially for hard goods (non-apparel) catalogers, i.e., gift catalogs. With all the unknown variables from the National Election, European Union and Amazon, we need to be proactive this holiday...
by Steve Lett | Jan 22, 2024 | Blog
Catalogers continue to face monumental challenges caused by paper, postage, and print manufacturing availability. These issues are a difficult road to navigate. Availability is one issue, price in another. Competitive pricing is a thing of the past, at least for now....
