Reflections on DMA08: Two Viewpoints

4. Don’t go overboard with free shipping offers and cut-rate discounts too early. There’s no turning back once you start either of them.

Jim Coogan is president of Catalog Marketing Economics, a Santa Fe, N.M.-based consulting firm focused on catalog circulation planning. You can reach him at (505) 986-9902 or jcoogan@earthlink.net. Paul Miller is editor-in-chief of Catalog Success and the Catalog Success: Tactics & Tips e-newsletter. You can reach him at (914) 669-8391 or pmiller@napco.com.