Use Contribution-Based Marketing for True Measurement

Note from Jim: This week I bring you a guest column from fellow consultant and friend Bob Klapprodt. I've always found Bob’s analysis and circulation strategies to be right on the number. Enjoy!

For years, catalogers have used dollars per book as their main statistic for measuring catalog performance. As a tool for measuring gross or net demand, it's held up well, allowing catalogers to compare list segments and the overall results of different catalogs. But as every businessman knows, generating demand is only part of the puzzle.