Quill Corporation

Editor’s Note: This is the first article of a three-part series on becoming more proficient and adapting to the multichannel world. Parts two and three will appear in our June and September issues. Can you imagine a catalog/multichannel company not striving to become more efficient and effective in each selling channel in which it operates? Certainly not. This article focuses on the key issues and trends impacting multichannel selling today. It examines how you can improve your bottom line in each channel, cuts to the chase and identifies seven issues that smart direct sellers need to focus on this year. (You can also

Postage, printing, presentation: There’s a lot to consider when choosing a paper type for your catalog. Catalog Success asked some leading catalogers how they decide which type of paper to use, and how they think it impacts their sales. Michele Rick, director of customer acquisition, Crutchfield catalog Product: Consumer electronics Circulation: About 35 million catalogs mailed per year Catalog Success: What type of paper are you using now? Rick: We have two types of books. Our big book has a 144-page body with a four-page cover that prints on gravure. That uses a totally different paper than the supplements, which have a 48-page body