Special Report: More Web, More Print or Both?

Print’s Role as Web-driver
The way catalog printers, such as Quebecor World, see it, the catalog serves primarily to drive consumers to the Web, says Jennifer Lukasiak, Quebecor World’s director of marketing and research. “I can think of numerous instances where a catalog client reduced circulation, only to bring it right back up due to a resulting decline in sales,” she says. “The Internet continues to be a growing preference as a transaction channel, but the catalog is clearly still a very important marketing channel in the multichannel mix.”