Nine Catalog Management Mistakes to Avoid

4. Put the top line ahead of the bottom line. Catalogers tend to want to put the top line (e.g., sales) ahead of bottom line (e.g., profits). Your housefile is up as are your sales, so everything must be OK, right? Not necessarily. The fundamental measurement of any catalog company’s success is its cash flow and bottom line profitability. This creates shareholder value. Trying to grow your way into profitability requires very deep pockets.