Catalog and Publication Outlook : Moving Forward Cautiously

"With the advent of high-speed inkjet printing technology, the cost/benefit gap with offset continues to narrow. This could prove to be the motivating factor to get catalogers to go digital and fully exploit the potential of personalization."

Even so, print will continue to serve the buying needs of consumers well. "The fact of the matter is that print connects to all of our senses unlike electronic media. Most consumers still prefer to browse products in printed catalogs, and then go to the Internet and order the product," concludes Daniel Bailey, president of CGX's The Hennegan Co. in Florence, KY. "This trend hasn't changed, and many catalogers confirm that it will remain the same in the coming year." PI