Strategy Sharpen Your Circulation Skills

It's always better to under-promise and over-deliver, or to be conservative when it comes to circulation planning. Rely on historical figures to guide future plans. And, be realistic with your projections.

Follow these basic steps to successful circulation planning, and let the results speak for themselves.

Stephen R. Lett is president of Lett Direct, a catalog consulting firm specializing in circulation planning, forecasting and analysis. He can be reached at (302) 537-0375, or by e-mail via his site: www.lettdirect.com.