Special Report: More Web, More Print or Both?

Increased Print Circulation
For most, Web marketing is all about creating a unified approach — Web and print working together as one. And despite this year’s postage increase, many catalogers contacted for this special report say they plan to increase the circulation of their printed catalog next year. “From a merchandising standpoint, the catalog is the biggest portion of what we do,” says Dievo Hagen, senior director of merchandising and inventory control at Sundance Catalog Co., a multichannel apparel and gifts cataloger. “And all that we put on the Web is driven by what we put in the catalog.” Less than 7 percent of Sundance’s entire marketing budget is spent on Web-related projects, yet the Web accounts for about half of the company’s revenue, Hagen says.