Catalogers Adapt Their Print Editions to Online Success

For instance, savvy catalogers are coordinating their circulation plans with their e-mail campaigns, Boyle says. “Pushing people to a Web site with e-mails truly works, but it works even better when coordinated with mail drops and related offers and messages.”

Furthermore, mailers can learn more about buying patterns by gauging online results — and applying that information when putting future editions of print books together, says Boyle.