Using Alternative Media to Build a List

“The key things catalogs must have are good merchandise and the right customers,” says Stopka. “You can always find people to run the back end—the phone centers, shipping, accounting. They’re all important parts of the business, but if you don’t have sales, you don’t have anything. A lot of times, catalogers forget that. They forget that it’s the merchandise that people are buying. If you don’t keep the merchandise fresh, and you don’t keep to the mission statement, you’re in trouble.”