Strategy: The Best Print Circ Strategy for 2009

1. Absolutely continue prospecting. Don’t stop. Stay focused on growing your 12-month buyer file. If the count declines, it’ll be difficult and costly to reverse that trend.

Catalogers who’ve been cautious while sticking to a plan of growing, or at least maintaining, their 12-month buyer files have been impacted less by the downturn. If your 12-month buyer count declines, sales also will decline by approximately the same percentage.