Cataloging Hot Spots

To see how lack of customer interest creates hot spots, consider first how our most enthusiastic customers treat our catalog. Every cataloger has some of these super-

loyalists—wonderful customers who would happily crawl over barbed wire to buy from us. How do super-loyalists read our catalog when it arrives? They devour it from cover to cover. Each inch of our catalog is treated equally by these super-loyal customers—which means there are no hot spots in catalogs mailed to super-loyal customers.