Help Ensure the Success of Your New Catalog

During his seminar "Growing a Catalog and Internet Business," held at the fall conference of the New England Mail Order Association, Jack Schmid of catalog consultancy J. Schmid and Associates offered a few survival tips for catalog entrepreneurs.

"The things that new catalogers need most are the right skills assigned to the right tasks," said Schmid. Some jobs easily can be outsourced to professionals, he continued. "But you should keep some tasks in-house by either doing them yourself if you're the catalog owner or hiring personnel with appropriate skills and experience." Following are Schmid's general recommendations: