Strategy: Master the Analytics of Page Count

Aside from the decision to add pages, about 30 percent of the products in a typical hard goods (i.e., gifts) catalog will be replaced each print cycle. If fewer than 30 percent of the pages lose money, consider adding more pages.

If more than 30 percent of the pages lose money, consider reducing the page count by eight pages. It’s a matter of balance. Just be careful you don’t have too many underperforming items as a percentage of the total number of unique products in the catalog.