Strategy: Master the Analytics of Page Count

Through this analysis, pay close attention to products carried over to the next book. Know when to drop items. Products that repeat tend to have a revenue drop-off of approximately 20 percent each time. If the descent is steeper, consider replacing the item.

The Last Bargain
Adding pages is a good deal; one of the few bargains left in this business. Additional pages (i.e., good quality merchandise) increase response and the revenue per catalog mailed. Overall, the economics of adding pages and more merchandise to your catalog helps grow the book’s sales. The chart on pg. 40 details total cost, including printing, paper and postage, and cost per page for the five page-count combinations shown. This chart also shows the percentage increase in selling space and costs using the 52-page catalog as the basis for comparison. So, going to 68 pages from 52 increases the selling space by 31 percent at a cost increase of only 15 percent. Again, the economics are in favor of adding pages.