Starting a print catalog program is exciting. It can also be risky, which is why you need to do your homework and learn all you can about the do’s and don’ts of launching a catalog. In this article, I want to give you five things you should know before you launch a...
With the resurgence of catalogs, it’s always at the forefront of our minds how to stay relevant. Ecommerce only retailers are finding that web acquisition channels are not as fruitful as they once were, so they are expanding their repertoire to the direct mail market,...
Co-mingling (referred to as co-mailing) has become extremely important to catalogers as a way to reduce postage costs. This is the process of “co-mingling” catalogs together with other catalogs in order to create more discounts for the catalog companies who...
On January 22, 2017, the United States Postal Service (USPS) increased the maximum weight limitation for piece rate catalogs from 3.3 to 4.0 ounces. This weight increase is one of the most significant benefits to catalogers I have seen in many years. It is a true gift...
Often times a catalog company will struggle with profitability vs. growth. It is not uncommon for the bottom line to conflict with a desire to grow. Or said another way, growth and profitability can be at the expense of one another at least short-term. This month, we...
Benchmarking can be described as a set of performance standards for a specific task. Although there are many industry benchmarks which can be used as “standards” for all markets, most benchmarks need to be adjusted to meet the requirements, limitations and needs of...
The gold at the end of the rainbow is your house file. It is your company’s #1 asset yet banks and other lending institutions place little or no value on it. Secured creditors are looking for “hard assets” such as inventory, furniture & fixtures, equipment,...
Every presidential primary election year, we evaluate sales from the period surrounding prior elections and report back to you with our findings and recommendations. This upcoming election, coupled with the influence of Coronavirus, brings uncertainty like none other...
2020 is a year we will always remember, yet one we would like to forget. It was a year that changed our lives forever. Some have been affected more than others, but we all have a story to tell. People talk about, “the new normal” but what exactly does that mean to...
