Catalog and Publication Outlook — Making Every Page Count

“Slightly optimistic” is how Tom Murray, vice president of strategies, characterizes Arandell’s outlook for the sector in 2008. Controlling costs is the number one concern facing catalogers, he says, given the circumstances in the paper industry, postage, transportation costs, etc.

The printer’s catalog customers are focusing on research and buying patterns to do more targeted marketing, Murray continues. This has led to a reduction in pages, but an increase in the number of mailings in some cases.