Print-Plus: Climbing Out of the Foxhole

The past year was extremely difficult for catalog companies, and many firms elected to mail deeper to their housefiles instead of prospecting for new buyers. Catalogers, however, need to start prospecting again. File counts can’t continue to decrease, or sales will continue to decline. Catalogers should now cautiously increase prospecting levels to build for the future. As we emerge from the recession, companies that continue marketing and mining for new buyers will be in much better position to take advantage of the rebound.