The Catalog Doctor: Profit Prescriptions for Product Density

More Pages or Higher Density?

Problem: “We want to add 10 percent more products, but our density’s already set. Should we just add 10 percent more pages?”

Doctor’s Remedy: This gift cataloger wanted to add more products to lift sales, and first planned to add more pages to do it. But a second look made it decide to redesign instead, adding one more product per two-page spread. And with the money it saved on paper, prepress and postage, it instead invested in mailing more catalogs. Result: a healthy sales increase, plus higher sales per catalog.