Strategy: The Best Print Circ Strategy for 2009

3. Spread prospect mailings. Don’t put all of your prospect circ in one drop. Instead, spread your prospect lists over multiple drops. This way, you’re covered if an unexpected event — e.g., natural disaster, the stock market tumbles, more consumer bad news — impacts sales. The economy is fragile and subject to daily news reports, so mailing all of your prospect lists, or even just your best performing lists, at the same time is like putting all of your chips on one roll of the dice. Spread your risk.