Catalogers’ Profits Are Being Squeezed. Part 1 of 2

There’s another hidden trend that’s putting pressure on response rates. Catalog house buyer files are getting a larger proportion of Web buyers. And Web buyers aren’t as receptive to frequent catalog mailings. These Web buyers are not being segmented very rigorously by catalog companies, co-op databases or list managers maintaining list rental files. The inevitable effect of adding large pools of Web buyers is that response rates will decline.