Editor’s Take: Desperate or Shortsighted?

Unless you’re in such a dire situation, pay close attention to the recent performance of your own company rather than the headlines, as catalog consultant John Lenser recently advised his clients.

As John noted, improve your cutting-edge marketing practices. Don’t revert to cheaper, simpler or easier ones, or you’ll set yourself up to fail. “Well run, efficient companies,” he reminds us, “are always ahead when times are rough.”