The Power of Three

Riebe explains that the increased emphasis on taking orders via the Web has convinced some business-to-business catalogers to drop their stand-alone order forms. Instead, they print more abbreviated instructions on how to place orders online on the inside back cover or other internal page.

Obviously, you would save on both paper and postage if you scrapped your order form. But this drastic move requires you to have a market that is comfortable and interested in buying online, as well as an internal shift in emphasis from the phone and mail to the Web.