CATALOG MARKET OUTLOOK --Sales on Back Order

Technology may well prove to be the savior of printed catalogs by enabling production efficiencies and more sophisticated marketing initiatives. It also offers the opportunity to close the ordering loop. Leveraging the growing installed base of scanners and digital cameras, or maybe using some kind of digital wand, orders could be placed on line by reading a printed catalog number, embedded watermark in a product shot, or new SKU bar code added to the page. That would remove any potential doubt regarding the value of print to catalogers.