Reflections on DMA08: Two Viewpoints

Catalog Choice and Circulation
Marketers expressed a wide range of opinions on the impact of Catalog Choice, the catalog mail suppression service. Is it a threat to future circulation, or is it filling the need for consumers who want to opt out of receiving unwanted catalogs? Some catalogers said they need any and every way possible to purge unprofitable circulation. Whether it’s the new and improved DMAChoice suppression file, Catalog Choice or Cognitive Data’s proprietary change of address list hygiene, catalogers understand the business realities (in fact, the opportunity) of not mailing to households that won’t respond profitably.