Riding the Paper Tiger
The print catalog isn’t dead, but planning mailing quantities and frequency is getting trickier every day
• Specialty Catalog Corp., parent company of the Paula Young and Especially Yours wig catalogs, spends 90 percent of its marketing budget on its catalogs, according to Vice President of Marketing Joan Abrams.
• Mountain Gear, marketer of hiking and climbing gear, increased catalog circulation over the past two years and attributes nearly 85 percent of its sales to its catalog.
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