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Why the Disconnect Between Catalog Marketers and Web Managers?

There seems to be a disconnect between traditional catalog circulation managers and web marketers. Multichannel merchants need to understand the gap between the two disciplines to maximize the...

Last Twelve Month’s Buyer File

Is your direct marketing business growing? It’s a simple question but the answer isn’t so easy.  The core, the essence, the kernel of whether your business is growing, shrinking or static is hidden...

What’s Your Catalog’s Financial Objective?

Seems like a very basic question.  When you ask a circulation manager what is the catalog’s financial objective, there are several possible answers.

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   Category: Financial Planning

Small catalogers must profit Every Day!

Small catalogs need to make a profit every day.  Circulation planning must drive enough sales to cover your daily fixed costs.  Many small catalogers don’t make this straightforward calculation as...

Are You Mailing Too Deeply Into Your Buyer File?

Increasing the frequency of buyer file mailings is a straightforward circulation technique to build sales and profitability.  Catalogers often mail buyer file segments all the way down to breakeven...

Calculating Prospecting Breakeven

The first issue is the cost of the catalog that should be attributed to a prospecting list segment.  The costs include:  

                                       House                 ...