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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We randomly surveyed a cross-section of multichannel merchants and found the following facts illustrating the catalog medium’s continued importance in most marketing budgets.
• Shiffler, a B-to-B cataloger of school and facility furniture, supplies and equipment, this year launched its second catalog title, Facility Hardware. More than 90 percent of its revenue comes from its catalogs.
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