Crisis Drives Innovation for Catalog Mailers

The fall in response rates and the profit pressure from postage and paper increases have been a double whammy on catalogers. Perhaps catalogers’ focus has shifted to the Internet, ignoring this traditional show because success is measured in sales and profit growth — and they just don’t get paid to retrench. So ACCM is in crisis. In fact, the entire catalog industry is in crisis. But crisis forces innovation, and catalogers have lots of new, innovative strategies to survive these troubled times.