Victor Benson

Once-defunct cataloger Fingerhut—known for extending credit and goods to lower-income consumers—is back in the mailstream with its first continuity program since Federated Department Stores Inc. sold the company last year. Fingerhut customers were targeted in the fourth quarter of 2003 with a jewelry continuity program created by marketing services firm Holsted Marketing. Two sets of direct mail pieces went out in the second half of October, each to 50,000 people. Another 100,000 were sent via bangtails—offers on extra flaps attached to Fingerhut monthly remittance envelopes—in early November. “The idea [behind this campaign] was to define what products and offers work, and prepare for next

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