Shipping

The AOS home products catalog is in a tough position when it comes to prospecting for new customers. Why? Half of its business comes from Medicare recipients, and the federal government has strict parameters on how and when it can procure lists. “It makes it difficult to drum up new business,” explains Lisa Juenger, former operations manager for AOS catalog. “Medicare has very stringent guidelines, and we have to follow them to the nth degree.” The Earth City, Mo.-based AOS is a direct-to-patient catalog for ordering home care medical products including ostomy, nutritional supplements, incontinence and diabetic supplies. The current catalog runs 120 pages and will

Just about all catalog merchants in America should have gotten more than their fill of news, comments and opinions on the meaning, impact and consequences of the 2006-2007 postal rate case. If you have no idea what I’m referring to, perhaps you’d be better off finding a new career. By now, you should’ve learned how to adjust your business marketing practices to accommodate the recent round of horrendous catalog postage increases. If you haven’t, then you’re about to learn some difficult, unforgiving lessons in trying to make a living in a hotly competitive marketplace. Your focus now must be on the future. Not the future

Imagine copying the names of doctors and lawyers from the phone book and mailing them a crude, black-and-white catalog. John Figi, founder of gift food cataloger Figi’s, did just this —and was rewarded with a response in excess of 10 percent! That was in the 1940s, when Americans were starved for retail options. Fast-forward to 2007. Companies have more than 20 square feet of retail space per capita. Customers and prospects have thousands of Web sites from which to order, as well as about 10 to 20 catalogs delivered weekly. Naturally, it’s small wonder that prospecting response rates are declining. So, just what techniques

People On the Move MCM Electronics: Phil Minix has been named president of Centerville, Ohio-based B-to-B catalog distributor MCM Electronics. A member of the Catalog Success editorial board, Minix is a 12-year veteran of the catalog/direct business. He most recently served as president of Astral Direct. Prior to that, he worked at Reiman Publications and J. Schmid & Assoc. Sharper Image: Andrew P. Reich has been named EVP of merchandising. James Sander has been named SVP, general counsel and corporate secretary. Eddie Bauer: Neil S. Fiske, the head of Limited Brands’ Bath and Body Works, has been appointed president and CEO. Fiske, 45,

With the Internet transforming even the smallest catalogers into worldwide marketing companies, virtually every business at some time or another will be forced to handle international orders. While the process certainly is more elaborate than it is for domestic shipments, it’s not rocket science: Do your homework, avoid unexpected costs. “Today, it’s relatively easy to market and ship overseas,” says Richard Miller, managing partner at North Chatham, Mass.-based Market Response International, an international direct marketing consulting and research firm, and also executive director of the International Mailers’ Advisory Group. Mailers’ ability to communicate quickly with customers, acknowledge receipt of orders and address problems “has become

Last Wednesday, from the time I hopped a train from our Philadelphia headquarters to Manhattan until my return trip home at the end of the day, I had something of a revelation as to how the U.S. Postal Service does its job. I took part in a behind-the-scenes tour of the Morgan Processing & Distribution Center in midtown Manhattan, sponsored by the Direct Marketing Club of New York. Along with thirty-some people (mostly bulk mailers), my eyes were pried wide open on what it takes to process our mail on a daily basis, not to mention, the complex process involved in bulk-mailed catalogs.

As has been its annual custom, B-to-B list firm MeritDirect’s annual co-op event in White Plains, N.Y. on July 12 was kicked off by a provocative and entertaining presentation by catalog veteran and futurist Don Libey. Having heard Don speak plenty of times in the past (and despite his frequent speaking appearances, rarely does he repeat a single concept, strategy or idea), I’ve long since learned how to filter through his motivational pep talk and the meat of what he delivers. While always entertaining, his shtick is always chockfull of meat, but it often looks beyond tomorrow. And after all, we all want to

For years, I’ve tried hard to appreciate what the Direct Marketing Association and the Association for Postal Commerce (PostCom) have stood for and done for catalogers. But from a cataloger’s perspective, both groups always struck me as a little flawed. In some respects, they resemble this country’s government. What’s good for New Yorkers isn’t necessarily the right thing for South Dakotans or even Californians. Likewise, what’s good for Standard letter mailers isn’t always the right thing for catalogers — who account for about 75 percent of Standard mail flats — especially when it comes to setting postal rates. Both trade groups have always had sharp

Patient: Doc, this postage increase worries me. Should I switch from a standard-size catalog to a digest or slim jim? How can I switch without making my business sick? Catalog Doctor: A digest or slim jim can produce a strong, healthy business. The smaller size often evokes a more personal, “company-that-cares” feel. When combined with upscale design and photography, it also evokes quality and “best of class.” Patient: How can I tell if a digest or slim jim is right for me? And how do I avoid the potential pitfalls? Catalog Doctor: A digest or slim jim might work for you if you fall under one

With the latest postal rate increase weighing heavily on catalogers’ bottom lines, you’ll be needing advice on how to mail more efficiently. While list brokers can offer considerable guidance on which lists to rent, printers are another key source for money-saving tips. Naturally, the issue du jour is the May postal rate hike. Printing company officials say that the postal situation has given them a chance to collaborate more with their catalog clients. Now more than ever, printers are giving catalogers input on co-mailing, customization, paper selection, trim size, and even list hygiene and database management. “I’ve never seen so much conversation and reaction,” Rick Dethloff,