Catalog Cost Cutting ’08, Part 1

You have options, but don’t switch from coated to super calendered without doing a split test to determine its effect on response and average order size.

Check back next month when we carve into the postage costs that consume more than 50 percent of your catalog budget.

Stephen R. Lett is president of Lett Direct Inc., a catalog consulting firm specializing in circulation planning, forecasting and analysis. He’s the author of the Catalog Success-published book, “Strategic Catalog Marketing.” You can reach him at (302) 539-7257 or at www.lettdirect.com.