All Circuits are Busy

With 75 to 100 catalog drops per year and an annual circulation of more than 15 million, the print catalog must prove effective to justify its high cost. Though he won’t reveal the exact response rate a prospecting book must achieve, Garlow says the company will pull a catalog if it’s not meeting this level. For example, the company launched a telephony catalog four years ago that was discontinued after a year-and-a-half.