Catalog List Management and Acquisition Strategies (597 words)

The size of a company's catalog may decrease if its using the book more as a Web traffic builder, but for the most part, they're all still mailing, according to Candito.

On the list management side, Internet-generated names need to be treated differently: They need to be sourced separately on your file. Says Candito, "You need to separate out Internet-generated names who purchased from you before the Web [began] from new, Web-only buyers."