Consumer Prospecting with Fewer Pages

Let’s look at the numbers. In the pro-forma income statement, you’ll see the expected prospect performance at 48 to 80 pages. If your main catalog is 80 pages and you’re considering mailing a prospect book of 48 pages, you can save $135,000 on a circulation of 1 million catalogs. Pretty nice, right? However, you could lose more than $333,000 in sales and more than $37,333 in profit contribution, as the chart shows.