Catalog Doctor

PATIENT: Doc, 20 years ago, I launched a new catalog successfully. Now I’m thinking of launching another one. But I’ve been out of the business for a while. A lot must have changed in the last 20 years. What’s different about a launch or spin-off today that I need to know?

CATALOG DOCTOR: Many of the old prescriptions for a launch or spin-off still work. But there are also new, complex combination treatments because of today’s postage costs, paper costs and the growth of the Web.