Next week in the final part of this two-part series on the financial and industry pressures catalogers are currently facing, and what they can do to survive and prosper, I outline three factors pressuring catalog response rates and profitability, as well as provide several tips to help catalogers maintain profitability in this difficult environment.
Jim Coogan is president of Catalog Marketing Economics, a Santa Fe, N.M.-based consulting firm focused on catalog circulation planning. You can reach him at (505) 986-9902 or jcoogan@earthlink.net.
