Making the Best Use of Your Catalog Printing Budget

6. Consumers are increasingly using the iPad as a shopping device. You need to have an iPad app and a virtual catalog that's iPad compatible to cash in on this trend. Consumers have come to expect that brands will have an iPad app in addition to their catalog.

7. Work with your printer to plan your co-mail pools. Insist that each catalog drop have the maximum co-mail savings — even if you have to shift around in-home dates slightly. Make sure your printer knows you're flexible on your in-home dates but need maximum co-mail savings. Have your printer estimate your co-mail and postage costs with the same focus that it estimates your printing and paper costs. Make sure your co-mail estimates include all associated costs so you get the total catalog printing cost of manufacturing, paper, postage and co-mail expenses.