Strategy: Prospecting to Selected ‘Pockets’

This month, I’ll discuss ways to expand your prospecting universe, even when the print catalog market size doesn’t seem to be growing.

According to Abacus, catalog households are declining as overall households are increasing. With more buyers ordering via the Internet (not necessarily the driving media), the count of catalog households has declined. This means that 12-month buyer counts, the heart and soul of all prospecting selects, aren’t increasing.