Riding the Paper Tiger
The print catalog isn’t dead, but planning mailing quantities and frequency is getting trickier every day
Break Barriers
While soaring gas prices still hinder retailers like Office Depot, they’re also fueling all sorts of cost increases that affect print catalogs, too, says Steve Webb, director of marketing at Shiffler. Increased shipping costs in working with vendors can eat away at margins just as easily, he notes.
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