Catalog Expansion

"A catalog must not try to be all things to all people," states Susan McIntyre in "2,239 Tested Secrets for Direct Marketing Success," by Denny Hatch and Don Jackson. She goes on to say "the catalog business has grown and prospered in the last two decades because of one word—niche. A niche business starts with the product and goes on to the creative execution. Everything from the way you price product to your attitude toward customer service fills a void in the market."