All Circuits are Busy

In the past, CDW had two catalogs: a house catalog for its housefile customers, and a prospecting book sent to millions of prospects. Now it produces several books specifically for:
● small businesses;
● medium and large businesses;
● health care;
● government;
● education;
● and others.

“The more targeted we get, the more lift we see in these categories,” Garlow says. “Our circulation isn’t decreasing anymore, but it’s getting more targeted and we’re seeing stronger results.”