Strategy: The Best Print Circ Strategy for 2009

Small mailers can test, too. Catalogers often are motivated by the amount of money they can save without consideration to the impact these choices can have on results. What you give up in gross profit dollars can more than offset any cost savings.

Stay the course! Those who cut circ, reduce page count and make other radical changes without testing will pay the price. Maintain your 12-month buyer count, and don’t let it drop below the previous year. Don’t adjust mail dates to try to save money. Remain focused on growing your business.