Special Report: Catalog Marketing Action Plans for 2007

As for Astral’s plans, Minix says the Ozark, Mo.-based company, whose catalogs include Linda Anderson, The Music Stand and Characters, will cut its circulation and marketing budget by about 50 percent. Part of that action stems from Astral’s recent over-prospecting, and Minix says he’s cutting the budget to increase profits. While not eliminating prospecting entirely, cutting it back will position the company for growth in 2008.