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

1. We can't grow if we don't prospect more. A catalog company needs to invest in new buyers. Be willing to prospect to lists performing below breakeven. This doesn't mean the lists you're using are bad, it simply means the payback will take longer, requiring you to make an initial financial investment in your future. Mr. Catalog President, to think that you can grow your catalog business by limiting prospecting only to lists that generate a positive contribution to profit and overhead on the initial order isn't realistic.