Case Study: Multiple Zones International

“Catalogs are a very important part of the media mix,” says Lalji. “We don’t plan on dropping it completely.”

MZI has not determined whether it will continue to shrink circulation. In the recent past it has decreased distribution in proportion to the increased moving of customers to the Internet business. Like the pure plays, MZI is using the catalog as a prospecting tool, and for existing clients who prefer the print medium. Savitch and Lalji say the catalog’s circulation is determined by its customer-acquisition and online traffic-driving capabilities.