Strategy: Cost-Cutting, Revenue-Building Checklists ’09
Don’t cut recklessly; it’ll cost you
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One of the first things catalogers do to save money is cut circulation. In his B-to-B Cataloging column in this issue (see pg. 26), my fellow columnist George Hague explains some effective ways to do that when you basically have no choice and management insists you do so. But my personal opinion on circ cutting is it’s a wrong move, period. A drastic cut in circ doesn’t necessarily mean improved profitability. Circ cutting can accelerate a downward spiral, which is difficult to reverse.
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