Circ Planning for Next Season: 13 Key Questions to Ask, Part 1

5. Is there circ that needs to be pruned from last season based on an end-of-season analysis of results? What circ didn’t break even?

6. What will happen to sales and costs if you maintain the same circ as last year? If you were to hold circ constant with last season or last year, would you meet your growth, sales and profitability goals?

Next week in the second of this two-part series on catalog circ planning, I’ll continue with questions seven through 13 for finalizing your catalog’s circ plans.

Jim Coogan is president of Catalog Marketing Economics, a Santa Fe, N.M.-based consulting firm focused on catalog circulation planning. You can reach him at (505) 986-9902 or jcoogan@earthlink.net.