Q&A: Children’s Wear Digest on Catalog Circulation Cuts and New Web Promotions

CS: So you’re focusing more efforts on the Web in 2007?
TS: Yes. We cut some catalog circulation this past year, and actually did as well as we had the year before based on sales dollars. Based on that, we’ll continue cutting catalog circulation and saving on printing and postage. We’ll put that budget into things like pay-per-click search and other Web marketing. It’s not as expensive, and we see a good return as well. We’ll probably cut catalog circulation by about 6 percent in the spring and an additional 6 percent in the fall.