10 Statements a Catalog President May Not Want to Hear

8. Face it, your prospecting universe is limited. Most catalogers want to grow. But they don’t always consider that the universe of mailable names may be limited. The more niche the catalog, the more limited its growth.

Mr. Catalog President, your planning must be based on mailing universe counts from the core prospect lists you’re using. Your desire to throw out growth projections is well intended, but it needs to be supported by marketing and circulation data.