It's Not Easy Being Big (1241 words)

The solution: As your catalog operation grows, be prepared to spend more time communicating to your staff the unique standards that make your catalog great. Never get so busy with high strategy and high finance that you stop looking at what's actually being mailed.

Susan J. McIntyre is president of McIntyre Direct, a full-service catalog agency and consulting firm based in Portland, OR. She can be reached at (503) 286-1400.