The Catalog Doctor: Profit Prescriptions for Product Density

Have you studied your competition, studied your square inch reports, but you’re still unsure of what your catalog’s product density should be? Then, follow these two rules of thumb:
1. Test.
2. When in doubt, increase product density.

Susan J. McIntyre is president of McIntyre Direct, a catalog marketing agency and consulting firm based in Portland, Ore. Contact: (503) 286-1400 or susan@mcintyredirect.com.