Catalog Co-ops Come of Age

An Integral Part of the Mix

Many catalogers confirm that co-ops have become an integral part of their prospecting programs. For example, Charlie Silver, vice president of marketing for Bloomingdale’s by Mail, says co-ops now represent up to 20 percent of the catalog’s prospecting circulation. “Prospecting is a challenge for us, as there have been relatively few new catalogs in the mail that could add to our pool of prospect targets,” Silver explains. Blooming-dale’s by Mail is using balance models and hotline names more effectively than in the past, he reports.