Catalog Doctor: The Lost Art of Effective Cataloging
Four true catalog case studies:
1. circulation down 31 percent, sales up 27 percent;
2. circulation flat, sales up 37 percent;
3. circulation down 7 percent, sales up 15 percent; and
4. circulation down 17 percent, sales up 19 percent.
Are these historic sales from 2005's good old days? No, they're real numbers from real companies in today's challenging economic environment.
Susan J. McIntyre is Founder and Chief Strategist of McIntyre Direct, a catalog agency and consultancy in Portland, Oregon offering complete creative, strategic, circulation and production services since 1991. Susan's broad experience with cataloging in multi-channel environments, plus her common-sense, bottom-line approach, have won clients from Vermont Country Store to Nautilus to C.C. Filson. A three-time ECHO award winner, McIntyre has addressed marketers in Europe, Australia and New Zealand, has written and been quoted in publications worldwide, and is a regular columnist for Retail Online Integration magazine and ACMA. She can be reached at 503-286-1400 or susan@mcintyredirect.com.