WOA 06 Special Report — Rolling With the Changes

Instead of putting a message in that space, most catalogers are finding they get a much greater return by rearranging the back page and adding another product, Lamparter adds.

Catalogers are interested in going the next step up and producing all or parts of their catalogs digitally so they can be personalized for individual recipients, he adds. “As of now, though, they can’t afford doing that because the cost of toner is too high and the speed of production too low.”