Catalogers Adapt Their Print Editions to Online Success

Ekiss of Camping World says as long as it makes sense financially to mail a catalog, he will. “Whether it’s to an online customer or someone who calls us, we’ll mail it,” he says. “Internet customers, or some portion of them, still read that catalog, and they still want it.”

Likewise, McClanan of Flax says that each marketing channel’s expense “is determined by its return on investment. Whether it’s online, e-mail, affiliate marketing or catalog, we simply look at the ROI by channel from the previous two years and determine our spending plan by how much margin we expect to get in return.”