Strategy-Hurdling to Profitability (1,147 words)

By calculating a hurdle rate, you will be able to analyze your merchandising results most effectively. This is a never ending process. It's basic. It's necessary. And, it is important to the success of any catalog. Go for it!

Stephen R. Lett is president of Lett Direct Inc., a catalog consulting firm specializing in circulation planning, forecasting and analysis. He can be reached at (317) 844-8228 or through his Web site www.lettdirect.com.