Riding the Paper Tiger

• Soft Surroundings, an apparel, bedding and beauty products cataloger targeted to women, is increasing its total number of catalog drops from four last year to eight this year, while increasing overall circulation.

• Office Depot, the multichannel retailer of office products and supplies continues to invest more money into its catalogs, says Dean Jackson, director of catalog and offline marketing. That’s because Jackson says customers acquired through catalogs have a higher average order value than their online counterparts.