Nine takeaway tips.

By Paul Miller

In its test of the new 16-page miniature catalog (above) vs. its classic 52-page book, J&M discovered that retail recipients of the miniature book not only spent 2 percent more per book ($3.34) than those who received the classic book ($3.28), but more notably they spent $209 per 1,000 catalog pages, compared to just $63 spent per 1,000 pages among those who received the classic book.