Personalized, Targeted E-mail Catalogs - (1,209 words)

The answer for most catalogers is "absolutely." But think about the information-systems capability within your company and the ability to test this breakthrough concept in a month's time. Large catalogers can and should devote some serious computer technology and skills to making a concept like this happen. Medium-size catalogs and smaller catalog companies always seem to have a dearth of information-systems staff to tackle new initiatives such as this. My answer is simple—for a modest investment, and minimal time, you can test this concept with one of the companies mentioned above, and determine whether an electronic catalog (big or small) can be part of your circulation plans for the coming year.