Reflections on DMA08: Two Viewpoints

Coogan’s Take
There were some bearish assessments voiced regarding the direction of the catalog industry at the Direct Marketing Association’s (DMA) annual conference last week in Las Vegas.

When it comes to prospecting circulation, “Down 20 percent is the new flat,” quipped one savvy list broker. The combination of increasing paper and postage costs and the slowing economy have cut prospecting circulation, according to the co-op databases and list brokers providing vertical lists.