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Making Catalogs More Effective: Square-inch Analysis and Page Count

December 11, 2013
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Here's the analysis for catalogers to review page and item profitability. What do you do with the calculation of profitability? I push for a few simple business rules: If the item or page is unprofitable, why continue it? If an item or page is profitable, why take it out of the catalog? Keep the profitable items and drop the unprofitable items. The page count decision should be governed by the numbers. Here are some top-line recommendations: More items per page? Putting more items on a page almost always makes sense...

 

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Welcome to the brand new list of Target Marketing's Top 50 Mailers. For the first time, we are relying exclusively on data from our partner Who's Mailing What! in compiling this list, as well as the other lists in this article, combined with list management information provided by SRDS. Who's Mailing What! has compiled the most complete library of direct mail and email in the world, and has tracked mail for more than 25 years. Earlier this year, it relaunched on a state-of-the-art, fully searchable platform.
 
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