7 Tips for Targeting Customers

* the number of pages in your catalog — Do you cut or add?

* product assortment — widen or narrow your scope?

* calendar shifts — When do Easter, Mother’s Day fall? How long is the gap between Thanksgiving and Christmas?

* paper and postage increases — What paper do you use? Can this be downgraded with minimal effect on your book? How has this year’s postal increase (3.5 percent to 5 percent for most catalogers) impacted your circulation plans?