Strategy: The Best Print Circ Strategy for 2009

2. Prospect vs. housefile circ. Control the ratio of prospecting to total circ, being careful not to cut too much. Mailings to prospects should represent approximately 60 percent of your total circ depending on the season. Don’t get overly aggressive by increasing the ratio of prospecting to housefile mailings. At the same time, avoid cutting the amount of prospecting you do and relying too heavily on your housefile.