June 1, 2007
Replogle Globes, a cataloger of globes and other classroom tools, encountered several problems when it came to its 24-page catalog. The book wasn’t updated frequently — the last issue was dated 2004-2005 — and the layout made it difficult for buyers to find what they were seeking. “The products went from most expensive to least expensive in the catalog,” says Maureen Kehoe, Replogle’s direct market manager. “By the time educational purchasers got to the back of the book where there were products on an entry level, they’d probably lost interest.” Replogle, a B-to-B cataloger that only sells to dealers, hired Madison, Wisc.-based Planet Propaganda, which had
