Stephen Lett Good

Strategy by Stephen Lett Good circulation planning and merchandising are the keys to success for a catalog company. Knowing how many books to circulate can be determined by calculating a catalog break-even point. But determining the number of pages your catalogs should include can be more difficult and somewhat more arbitrary. This month, I'll look at basic criteria that can help determine the best page counts for your catalogs. I'll also review the economics of adding pages to a book. Pages increase response, and the economics generally are favorable, provided there's enough good merchandise available to support additional square inches of

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