Catalog and Publication Outlook -- Proceed with Caution

Forecasts for all printing markets in 2009 are stamped in cold, bold letters: Proceed with caution.

“Clearly, the economic downturn has altered the dynamics and increased the challenges for catalogers and magazine publishers,” says John Coyle, president of Catalog, Direct Marketing and Retail Services at RR Donnelley. “Studies continue to show the consumption and effectiveness of printed catalogs and magazines. Magazines, from the perspective of their significance and efficiency as a medium in the key stages of the purchase funnel. Catalogs, from the perspective of continuing to be a critical component in any multi-channel strategy—from driving direct sales, to driving consumers and prospects to catalogers’ Web pages.”