Circ Planning for Next Season: 13 Key Questions to Ask, Part 2

Remember that 17 percent of American households move every year. Your housefile needs constant list hygiene to avoid mailing to old addresses.

12. Will the economy support the same results as you enjoyed last season? Is your merchandise going to be affected by a slowdown in the economy?

13. What are the changes in catalog breakeven from the postage and paper cost increases? It’s tougher to break even in the catalog business, and it’s only going to get harder. Know your old and new break-even sales per book and what circ below breakeven needs to be pruned.