by Steve Lett | Jan 23, 2024 | Blog
The idea of creating a smaller prospecting catalog (same trim size but with fewer pages) full of best selling pick-up items is appealing and sounds like a logical thing to do. It saves money, or so it seems, and in theory has little if any impact on performance....
by Steve Lett | Jan 22, 2024 | Blog
I’ve been a cataloger for over 45 years. Fresh out of the School of Business at Indiana University in 1971, I landed a job in the catalog marketing department for a subsidiary of Pitney Bowes selling price-marking equipment and supplies to small retailers. I was...
by Steve Lett | Jan 22, 2024 | Blog
Over the years, we have all done dumb or stupid things which I’m sure didn’t seem so at the time. I can certainly look back over my 33 year career as a cataloger and think of things I did that were really dumb! To a large degree, this is all part of the learning...
by Steve Lett | Jan 22, 2024 | Blog
One of the many aspect of the business of catalogs that I have always enjoyed is the fact that everything we do from a circulation and marketing standpoint can be tracked to a specific source (or key) code. When a company runs an image ad (non direct response) in a...
by Steve Lett | Jan 22, 2024 | Blog
Catalogs known as Slim-Jim’s have been around for many years. They are not new. This catalog format has been popular with business-to-business mailers; not so much with consumer mailers until now. We are seeing more direct-to-consumer companies migrating to a Slim-Jim...
by Steve Lett | Jan 22, 2024 | Blog
Several significant events over the past 60 years fueled the growth of mail order catalogs. These events have very much shaped the industry. While it seems like yesterday, I can remember every one of these key occurrences. I thought it would be interesting, especially...
