Catalogers Speak Out, Part 2 of 2
Last week, in the first part of our coverage of the Catalog Success Latest Trends Report (which will appear in the October issue of Catalog Success, out this week), we ran some of the feedback we received from the quarterly survey we produce in conjunction with multichannel marketing ad agency Ovation Marketing. In particular, last week’s feedback represented how catalogers responded to several questions on mailing and marketing practices affecting their industry. This week, we bring you more feedback, with respondents’ thoughts on why catalog circulation levels have changed this year compared to last year.
By how much is your circulation changing this year compared to last year?
* 23.9 percent said it was unchanged;
* 15.2 percent said it increased 1 percent to 5 percent;
* 10.9 percent said it increased 6 percent to 10 percent;
* 10.9 percent said it increased 11 percent to 25 percent;
* 3.3 percent said it increased 26 percent to 50 percent;
* 1.1 percent said it increased greater than 50 percent;
* 8.7 percent said it decreased 1 percent to 5 percent;
* 13.0 percent said it decreased 6 percent to 10 percent;
* 8.7 percent said it decreased 11 percent to 25 percent;
* 2.2 percent said it decreased 26 percent to 50 percent; and
* 2.2 percent said it decreased by more than 50 percent.
As for some of the reasons why circulation increased, decreased or remained the same this year, respondents gave the following answers:
* housefile increase;
* buying more lists;
* more interest in our product offerings;
* due to our lifetime value, we had to decrease circ to meet our profit target;