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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More than just the established players say they’re investing in catalogs for the long haul. For instance, Richlund Ventures, parent company of home appliance marketer Compact Appliance, launched a catalog for that division about two years ago.
At first, the company was doubtful the catalog would pull a positive return on investment. But President Jason Roussos says its early mailings produced positive cash flow.
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