Special Report Lists

The online area is, on average, representing about 30 percent of a cataloger's business across the board — lower in some cases and higher in others, of course. And that's great news, because the Web is giving consumers another choice for doing business with catalogers.

But it's important to recognize that the online business still is being driven primarily by the mail. The Internet also has fostered more e-mail activity on top of the regular mail. But the mailed catalog is still the engine that's driving sales in this business.