Alternate Media Other Catalogers Use and Why

Co-ops/Card Decks/Ridealongs

A co-op is defined as a group of advertisers equally splitting the cost of a mailing. Madyda says, “The types of offers going into those programs are usually ones with a lower average order.” He says co-ops are much less expensive than package-insert programs, making them more attractive for low-ticket offers. Cataloger Fingerhut frequently goes this route. “You would very rarely see a mid- or high-ticket catalog in [co-op] programs,” Madyda says.