Catalogers Adapt Their Print Editions to Online Success

Although many consumer mailers must present more of a unified brand presentation in their print books to reflect their different marketing channels, some business-to-business mailers don’t have a similar need. For instance, Nasco, a Fort Atkinson, Wisc.-based multititle cataloger of farm equipment and school supplies for educators has found that many of the educators it mails to are slow to adapt to the Internet for ordering, says president Phil Niemeyer. “So we haven’t made major changes to the catalogs” to reflect a shift in channel-buying patterns, he notes.