So you want to launch a catalog now?

By Susan McIntyre

Whether you’re launching a brand-new catalog or a spin-off from your existing book, consider testing on the Web first. Although Internet buyers don’t precisely mirror catalog buyers, a Web launch gives you pretty good insight into whether or not your concept works.

While testing Web-only enables you to build an initial buyer list — a big advantage when it’s time to add the print catalog — it also means you need not invest in printing, paper or postage, which are huge costs for today’s cataloger.