Outlook 2010: Prognosis: Baby Steps
Industry insiders only see a modest uptick this year over last; further shift from print and store to digital inevitable
That's not to say catalog mailers should jump out of the gate and mail like it's 1999. Lett suggests a conservative approach to planning for this year as well.
Catalog mailers must begin prospecting to outside lists again, he says, since many mailers have dug deeper into their housefiles at the expense of prospecting over the last two years. They've "squeezed revenue from older housefile segments," he says, "but housefiles need to be refreshed with new names."
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