Catalog Doctor: A Pep Up Prescription

1. When’s the last time you updated your catalog’s look?
If you haven’t updated your look in three or four years, you’ve waited too long. Typically, all things being equal, response will decline in the second year of a repeat look, and then some more in the third year. But when you update your creative, response will pep up. Updates needn’t be major, but response will stay ahead if your catalog keeps looking fresh.