Stupid Catalog Tricks

• Still another gift cataloger consistently mails only to very cheap lists—no matter how terrible the response. It refuses to rent more expensive lists—even when response can be verified by actual tests to more than offset the cost.

• Before upgrading his catalog, one food cataloger decided to outsource all his telemarketing and fulfillment first. Then he spent three years bitterly complaining about the high cost of the outside service, while not touching his catalog, which was literally hand-drawn in house.