How to Use Selling Expense Ratios

For the full year, the housefile generated 66,064 orders and $4,210,265 in demand revenue. The 12-month buyer file represented 61.9 percent of total orders and 64.4 percent of demand. For comparison, 39.1 percent of total circulation went to the 13- to 24-month buyer file, which produced 19.8 percent of total orders and 18.4 percent of total demand. Revenue per catalog (RPC) from the 12-month file was $3.41 and only $0.84 from the 13- to 24-month file. The 13- to 24-month file is being overmailed.