Catalog and Publication Outlook : Moving Forward Cautiously

According to John Coyle, president of Catalog, Direct Marketing and Retail Services for RR Donnelley, the model will continue to be fine-tuned, where the printed catalog calls the consumer to action, which helps to drive both online and retail store sales.

"Looking into 2011, we also expect to see more personalized covers and specialized messaging, as well as targeted inserts in catalogs, as marketers look to motivate frugal consumers," Coyle points out. "They also continue to test and evaluate social media for driving brand engagement. We also see marketers reaching out to include postcard mailers timed between catalog drops, targeting a select audience with a few specific products."