SkyMall: The Ultimate Catalog Business Model
50 days out: Film due.
30 days out: Printed by Quad/Graphics in Georgia and trucked to warehouses at the various hubs. The contract with the airline dictates that catalogs will be replenished in seat pockets once a day at the hub where the plane remains overnight.
Each book delivered to a seat pocket costs roughly $0.60—far cheaper than if postage and list rental were added in. For tracking purposes, each catalog and order form has a unique code which might read 0GCO320:
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
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