List Rentals: What’s Negotiable? What’s Not?

As business has become tighter, the promotional nature of some books has become more acceptable. This trend is even true for more upscale catalogs that wouldn’t have tread into these promotional waters before, says Huntoon. In addition, catalogers from the low-end to the upscale are using promotional tools and offers such as free shipping. “All these things should be called into question—even whether a dot whack is printed on the cover or affixed. But many are being approved today,” says Huntoon. Regardless of the mailer, it still requires a clearing of the mail piece.