Circ Planning for Next Season: 13 Key Questions to Ask, Part 1
2. What are the types of house-buyer and inquiry lists? How deeply can the housefile be mailed given the most recent results from mailing the housefile? Given the recent break-even costs from postage and paper increases, what’s the housefile universe of names that can be mailed above breakeven?
3. What would be your potential increase in circ? How would a potential increase affect sales, catalog costs, number of new customers and types of customers you’d acquire? Catalogers often run a series of “what if” scenarios using the same circ as last season, and then using the maximum circ given the proven profitable list universes from the housefile and prospects. Then they form in-between scenarios to outline the sales and profit implications of circ plans between the status quo and maximum growth circ.
- People:
- Jim Coogan
- Places:
- Santa Fe, N.M.