10 Statements a Catalog President May Not Want to Hear

4. If you rent your list to competitors, it should be on a reciprocal basis, so you also can benefit from using their lists. Consider a mail-date restriction if necessary. Don’t let a competitor use the file prior to the mailing of your catalog. Your catalog should be in the mail first.

Also, monitor and control the exchange balance. Once again, if you elect not to rent to competitors, there’s a high probability many of the names will be selected for mailing if the cataloger mails prospect names selected from a co-op database.