Catalogers Adapt Their Print Editions to Online Success

Even with the steep postal rate increase expected for early next year, McClanan and others contacted are unfazed. “In theory, this would cause us to divert dollars to other channels,” McClanan says. “But it takes a fairly sizeable change in cost to swing big dollars. So we haven’t decided yet whether it will lead us to decrease our circulation — or by how much. Postal or paper cost increases simply make it harder to make money with catalog circulation that’s on the cusp of profitability.”