Top brokers describe today’s challenging catalog list market

Catalog Success: What impact has the Internet had on the catalog list category?

Belardi: The Internet is a positive force for the list industry. For catalog mailers, Internet lists bring a new breed of direct shoppers. They bridge the gap between retail buyers and traditional catalog shoppers. More list companies are using the Internet to promote their lists. This can be a dangerous tool, if the cataloger relies too heavily on the Internet for research, therefore limiting contact with his or her broker.