Quarterly Catalog Success (Now All About ROI) Latest Trends Report on Multichannel Creative Issues (July 2008)

This edition, we explore creative issues in our fourth quarterly Catalog Success Latest Trends Report. Conducted with the assistance of multichannel ad agency Ovation Marketing, this survey focuses on such important, creative-focused issues as budgets, channel allocation, photography and redesigns.

The report contains a statistical analysis of a questionnaire we sent to the Catalog Success e-mail list in late May and early June. The numbers are cumulative responses from 90 B-to-C and 102 B-to-B catalog/multichannel executives. Here we break out separate B-to-C and B-to-B charts, as we didn’t have the space for all of them in the print issue. All three can be accessed under "Related Content," to the right.

Some percentages might not quite add up to 100 due to rounding. Special thanks to Ovation Marketing’s Dave Larson and Lee Mullally for all their help with the report.

—Paul Miller