Fairytale Brownies, Journeys Reveal Their Marketing Scorecards

Mailing catalogs is still working — and quite well — for both companies. In fact, both Fairytale Brownies and Journeys have increased their catalog circulation this year and are likely to do so next year as well. Journeys is currently seeing a 10 to one return on ad spend for its catalog mailings. Until that number drops, we'll be putting catalogs into the mail, said Jones. For Fairytale Brownies, mailing deeper into its buyer file (six years) via modeled lists has proven effective, as well as prospecting using names acquired from co-op databases.