Success Depends on the Growth of Your 12-month Housefile

In the chart, “Consumer Catalog Housefiles”, I compare the 12-month buyer counts for 10 consumer catalog companies on Dec. 31, 2003, vs. Dec. 31, 2004. Also shown: the percentage increase in order/revenue demand for the same time period. Note the relative consistency of the growth percentage compared with the increase in number of buyers added to their files.