The Best Way to Manage Catalog Circ During the Downturn

Amid all the talk of the death of the print channel, particularly in light of rising postage costs (the USPS’ Summer Sale not withstanding), there are still companies that effectively use catalogs as part of their overall marketing mixes. (See the August 2009 cover story in the print issue of All About ROI on J&P Cycles as a prime example of one of those companies.) Add the current economic environment in with the rising costs of mailing catalogs, and it's easy to see people's less-than-sunny projections.