Tips from Two Experts

“If you cut the circulation that’s driving your Web demand, you’ll see both catalog demand and Web demand go down,” said Green.

• Use matchbacks. These can help you determine the success of your catalog mailings and will help you give credit where credit is due, said Miller. “If we looked only at catalog sales, we probably wouldn’t print them,” he noted. “But once we do matchbacks, we see that the catalog channel is a profitable one for the company overall.”