It's Not Easy Being Big (1241 words)

What Does the Janitor Think?

A prominent U.S. cataloger recently performed a major repositioning of its catalog to distinguish itself from "me-too" catalogers that had invaded its niche. By actual split testing, the repositioned book earned double-digit higher sales.

Throughout the repositioning process, all of the top people in the firm actively participated in every detail — copy, design and merchandise.