Riding the Paper Tiger
The print catalog isn’t dead, but planning mailing quantities and frequency is getting trickier every day
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Joe Keenan
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While deterrents to mailing catalogs continue to mount (rising postage and paper costs, threats of do-not-mail legislation, environmental backlash, the Web’s rising popularity, etc.), the benefits of this marketing medium seem to have gotten lost in the shuffle. So it’s fair to ask the question: Are catalogs worth it anymore?
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