Consumer Prospecting with Fewer Pages

In short, think long and hard about prospecting with a different catalog than the one you mail to your housefile.

Stephen R. Lett is president of Lett Direct a catalog consulting firm specializing in circulation planning, forecasting and analysis. He spent the first 25 years of his career with leading catalog companies, both business-to-business and consumer. He can be reached at (302) 541-0608, or visit his Web site at www.lettdirect.com.