FIVE MINIATURE CATALOG TAKEAWAY TIPS

3. Add editorial to give the miniature longer shelf-life. Motherwear International, which mailed its first miniature catalog last year, included both editorial content and product offerings. Among some of the non-selling features was a breast-feeding guide.

4. Try versions. Motherwear created two versions of its miniature, one for newly pregnant women thinking about breast feeding and the other for women in their third trimester who already had decided to breast feed. The products and editorial content in each version were geared specifically toward those audiences. And Kothman placed the versions in insert media programs appropriate to each demographic.