Positive Promotions

Landing pages are the Rodney Dangerfield of most Web sites — they get no respect. Catalogers agonize over what words to use in a paid-search ad. They work the creative department to the point of rebellion to send out another e-mail. They give away prime, expensive space in their catalogs to promote their Web sites. But when it comes time to direct this precious Web traffic, most simply say, “Find a page on the site that will work.” To quote Rodney again, “It ought to be against the law!” Smart catalogers have figured out that they can double profits by creating targeted landing pages

Dear Editor, Your editorial in the July issue of Catalog Success regarding the American Catalog Mailers Association hit the heart of the issue, why do catalogers need another association? As one of the founding officers of the American Catalog Mailers Association (ACMA), I can only reiterate the questions now that we asked in March when we agreed to create the ACMA: 1. Are we satisfied that the organizations that already exist can fully represent the unique interests of the catalog mailing community? 2. Do we believe that the past rate case could have been more favorable to catalog mailers if we had a voice