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

5. It's the merchandise. A successful catalog depends on three things: merchandise, merchandise and merchandise. Typically, gift catalogers will turn over 30 percent or more of their merchandise every season. Fresh merchandise is the key to growth. Mr. Catalog President, your merchandise isn't fresh and exciting. You're trying to pick up too many items. Keep in mind the one-third rule, which says one-third of your products are winners, one-third are so-so and one-third aren't cutting the mustard. Try replacing the losing one-third with new merchandise.