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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As a result, companies that most fully integrate catalog, e-commerce (including e-mail) and retail strategies stand to make the best gains. And the print catalog remains part and parcel to that effort. While it’s not necessarily true for all marketers, Lenser warns that most catalogers who cut back on their catalog circulation and blindly devote more resources to the Internet “will go down in flames.”
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