Our annual compilation of the year’s best tactics and tips in the catalog/multichannel business

8. Flag Web buyers and segment them.
Don’t react to the economic slowdown by arbitrarily cutting circ. Understand which lists can be mailed above breakeven. Plan your circ based on historical results for each list in light of higher break-
even costs.
Jim Coogan, Catalog Marketing Economics
“Catalogers’ Profits Are Being Squeezed,”
Aug. 19, Catalog Success: Tactics & Tips