Paul Harvey

Buck Robinson is partner and chief radio strategist at The Media Manager. Reach him at buck@themediamgr.com.

by Jack Schmid In almost every survey taken during the past decade, catalogers have consistently mentioned the rising cost of paper, printing and mailing (including postage) as a major area of concern. And we see no trend that will lessen this concern. If it isn't postage cost increases, it's paper. Catalogers are forced to find innovative ways to reduce the cost of their catalogs in the mail—or any cost increase will come right out of the bottom line. What is the right answer? Should you: • Raise your prices to reflect the cost increase? • Find a new printer who can print for less?

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