Fundamentals of Prospecting at Breakeven, Part 2 of 2

Some catalogers want to look at breakeven on prospecting more conservatively; they want to add some fixed overhead and increase the prospecting breakeven. This approach is often counterproductive, because you end up not mailing some prospecting lists that would have covered merchandise and catalog costs while throwing off cash to cover fixed overhead. When you set the prospecting threshold too high, you may well lower your total profitability.