Strategy: Catalog Cost Cutting ’08, Part 2

All told, postage accounts for more than 50 percent of the total cost to print and mail a catalog, up from about 40 percent just two years ago! Be sure you print with a company that specializes in printing and mailing catalogs, and by all means, participate in its co-mail opportunities.

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.