Alternative Catalog Formats to Test (1,467 words)

Examples—consumer: none; business: Grainger, Hewlett-Packard.

10. Magalog: A "magalog" is a bound promotion that is half catalog and half magazine. This promotion contains a healthy amount of editorial or non-selling space, but is justified by the mailer as being more interesting, getting higher readership and better retention.

Examples—consumer: Abercrombie & Fitch; business: no evidence.

Which format's for you?

Every catalog has a different target audience and will respond differently to the various formats mentioned. Only by testing and researching this question with your customers or perspective buyers can one be more assured that the format(s) that you are using are right for you and your audience. Now is the time to think outside the creative box in re-visiting your format options.

JACK SCHMID is president of J. Schmid & Associates in Shawnee Mission, KS. He can be reached at (913) 385-0220.