Catalog Start-ups: What You Need to Know
Once you have at least 10,000 customers purchasing from a particular product category, you may be able to start another title. This assumes the company can merchandise the new book with at least 300 SKUs. Starting new titles and leveraging your housefile can be a great way to grow your business.
Stephen R. Lett is president of Lett Direct, a catalog consulting firm specializing in marketing, circulation planning, forecasting and analysis. He can be reached at (302) 541-0608 or by e-mail at firstname.lastname@example.org.