Matchbacks are a must in this multichannel world.

By John Lenser and Fatemeh Khatibloo

John Lenser is the president and founder of LENSER, a San Rafael, Calif.-based catalog consultancy and list management and brokerage firm. Lenser founded the San Francisco Music Box Co. and previously was president of Hearthsong and David Kay. He can be reached at (415) 446-2500.

Fatemeh Khatibloo-McClure is the director of circulation for the Flax Companies, where she manages three catalog titles. She also serves on the board of directors for the Catalog & eCommerce Club of Northern California.