CATALOG MARKET OUTLOOK --Sales on Back Order

BY MARK SMITH

Judging the strength of the printed catalog market segment used to be a straight-forward proposition. Catalogers merely had to compare the total dollar value of orders placed with the cost of producing and distributing their print programs in order to determine the financial return.

The rise of online shopping is beginning to skew this traditional benchmark. If a shopper initially selects items by perusing a printed catalog, but actually executes the order via a Website and online catalog, which medium gets credit for the sale? Should each get partial credit?