Lillian Vernon’s mail order business has grown from a black-and-white space ad to nine catalogs

By Alicia Orr , Editor In Chief and Catalog Success

Marketing and Media

For Lillian Vernon, regardless of whether you’re talking customers or prospects, the medium of choice is the mail—the catalog itself. “Since we’ve been in business for 50 years, we have a well-tested model of our target customers. We use this model as a basis for evaluating the lists we rent of prospective customers. We acquire rental lists with those same characteristics and then we mail them,” Green explains.