B-to-B Catalogers: Try Prospecting via Cable TV

The Home Shopping Network, QVC, ShopNBC -- cable television is finding a new audience, and it’s not limited to jewelry buyers paying in installments.

Business-to-business catalogers are making their entrance on the small screen. Electronics, printers, cleaning supplies, tools, office supplies and even food gifts are enjoying a bit of sweetness in their sales.

One tip before plunging into cable: Ask the producers about who owns the transaction data, and get information about the channel’s typical buyers.

J. Schmid& Assoc. (www.jschmid.com) is a catalog consultancy based in Mission, Kan., (913) 236-8988.