Stupid Catalog Tricks
Many aspects of cataloging are complex and sophisticated. Then there are others ...
“Wow, that’s expensive!”
“How were Christmas catalog sales?”
“Very strong.”
“And fourth-quarter catalog sales?”
“Also strong.”
“Was the catalog profitable for the year?”
“Yes.”
“So you’re continuing the book this year?”
“No. It cost too much.”
The above conversation seems bizarre the first time you hear it. But if you stay in cataloging more than a couple years, you’ll find yourself repeatedly coming across catalogers who chop back their business, or even close it altogether, simply because the absolute cost levels seem high to them.
- Companies:
- McIntyre Direct
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