Still Fit to Print?

Likewise, Julie Langlas, president of the Joliet, Ill.-based Educational Aids, a catalog targeted at teachers, predicts that although her catalog will undergo several modifications, it will remain a core channel through which to reach the company’s clientele. “It will become smaller [in page count], but you need a print piece to drive business to the Web site,” she explains. “If printing and postage costs continue to go up, you need to take a harder look at who you’re selling to, and put a higher threshold on income per piece that each name you’re mailing to is generating. So, you may not mail the same quantity as you used to.”