Print-Plus: Hello Mr. (Catalog) President …

9. No, we shouldn't reduce our print quantity because of an increase in web sales. With the continuing increase in web demand, catalog executives are pondering the idea of reducing the number of catalogs circulated. Here's a typical scenario: catalog circulation has increased 20 percent, traceable catalog sales are down 5 percent and internet demand is up 10 percent to 15 percent. The conclusion you might draw from this might not be the right one. Keep in mind that the catalog is the biggest driver of traffic to the web. Mr. Catalog President, the web isn't a field of dreams. Just because it's built doesn't mean they'll come. The catalog drove those buyers to the web.