Don’t Take This Year’s Postal Increase Lightly

Common and Not-So-Common Options
In the case of cataloger Paul Fredrick, “we haven’t been completely dependent on catalog prospecting for quite some time,” Abbott says. “We’re also involved in print advertising, insert media, bind-ins and blow-ins, solo direct mail pieces, and a variety of online business-development activities. We went down this path because the men’s fashion apparel list universe is quite small, and growth wouldn’t be possible if we relied only on catalog prospecting. With the significant increase in flats postage last year, we’ve managed our customer acquisition mix to maintain optimal efficiency across all media. This includes larger increases in print advertising, insert media and online programs vs. catalog prospecting.”