Nine Catalog Management Mistakes to Avoid

Be sure you know your true potential. Expect a lot, but remain realistic. Your market is only so large, and just about every business has limitations.

In short, we learn, and we move on. It’s all part of growing and building a successful catalog business.

Stephen R. Lett is president of Lett Direct, a catalog consulting firm specializing in circulation planning, forecasting and analysis. He spent the first 25 years of his career with leading catalog companies. He can be reached at (302) 537-0375, or by e-mail via his Web site: www.lettdirect.com.