A Five-Step Media Plan for Catalogers (1,027 words)
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But don't forget to measure their LTV! New media buyers have got to perform in the longer term or you still have a major problem.
While these five steps are no panacea, they may be a way of breaking out of the "total reliance on list rental" syndrome that seems to have gripped the catalog industry.
JACK SCHMID is president of J.Schmid & Associates, a catalog consultancy located in Shawnee Mission, KS. He can be reached by e-mail at jacks@jschmid.com or by phone at (913) 385-0220.
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- People:
- Jack Schmid
- Places:
- Mission, KS.
- Shawnee
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