Catalog Printing--Presses Are Working Overtime

The general economic concern for 1999, according to McIntyre, is that consumers might start lowering their spending, thus decreasing catalog print quantities to a degree.

"There's a lot of companies that have decided to start marketing direct," she says.

"Marketers that weren't using catalogs, like manufacturers with retail stores, are adding a catalog to the marketing mix. Even though traditional catalogers may be cutting back some on their print quantities, it's being made up for by new entrants into the catalog market. Consequently, I don't foresee a decline in print volume for catalog printers in 1999."