50-year-plus Catalog Veteran Enjoys It Small and Simple
Experience and country roots help Bill Boatman hunt down his success
CURRENT CHALLENGE: The May postage increase. “We saw a 40 percent hike in our postal costs,” Boatman says. “The good thing with our catalog is that it has an extremely long life.” Within the past year, the company has received orders out of catalogs as many as 15 years old, he says.
HOW HE’S DEALING WITH THAT CHALLENGE: The company started to do a lot of co-mailing. Having gone to a slim-jim size about 10 years ago to save on postage, Boatman says he’s doing a cost vs. revenue analysis now to determine how the cataloger can become more efficient — particularly, how many times a year to drop the catalog.
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