Vernon

Cautiously optimistic is how I’d describe the mood at the Annual Catalog Conference held in San Francisco last month. Cost-cutting tactics have helped many catalogers to weather this economic downturn, although everyone understands that such strategies are not the path to long-term growth — only short-term survival. Catalogers know they soon will have to invest again in their businesses to kick-start the growth trend. I found it encouraging, then, to hear that ad spending related to catalogs is up. It will exceed $15.3 billion this year, up 3.4 percent from 2002, according to a study from The Direct Marketing Association (DMA).

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