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

7. Catalog sales from the housefile keep declining. Or are they? Every week when you look at the source code report, it seems that your traceable catalog demand is declining. For example, the housefile that once did $3.25 per catalog is now doing, or so it seems, $2.25 per catalog. But wait a minute. What are you missing? Mr. Catalog President, it's the web. Unless you have a matchback program in place, you don't know how much of the demand that's going to the web should be credited back to your housefile (and prospect) mailings.