'Smart Change' at ACCM

In a session I moderated at ACCM called “How to Survive and Succeed Despite Tough Times,” Fletcher gave the following example: “I heard a lot of talk about moving to slim jims, but, as Mary Ann pointed out in her roundtable discussion, they don't pull the same weight as a full-size catalog. There's a place for slim jims as a sale book or an off-season mailer, but saving a little bit on postage and getting a big drop in response is going the wrong direction. You'd do better to trim your circulation and stay with a full-size book. Don't panic, and test before you make any big changes.”