Riding the Paper Tiger
The print catalog isn’t dead, but planning mailing quantities and frequency is getting trickier every day
More than just the established players say they’re investing in catalogs for the long haul. For instance, Richlund Ventures, parent company of home appliance marketer Compact Appliance, launched a catalog for that division about two years ago.
At first, the company was doubtful the catalog would pull a positive return on investment. But President Jason Roussos says its early mailings produced positive cash flow.
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