WOA 06 Special Report — Rolling With the Changes

Catalogs and magazines are key areas of focus for William Lamparter, president of PrintCom Consulting Group in Waxhaw, NC. His industry research has found several interesting trends in the web offset sector.

“In the last several years, personalization on the back cover of catalogs has been in decline,” Lamparter reveals. “When we ask catalog merchandisers why they’re not doing it, the real answer is that it’s not proving to be effective in terms of recipients actually making additional purchases as a result of the message.”