April 10, 2007

Long-Term Impact Of Reduced Prospecting And Postal Reform

Many of you plan to embark on a brave new world that may cause increases in postage of more than twenty percent, courtesy of postal reform.

If you fall into this category, give this paper a read.

The paper uses Multichannel Forensics to illustrate how a $39 million dollar business fails to grow, yielding a $29 million dollar business in just five years, due to reductions in catalog circulation caused by the increased expense of postal reform.

Multichannel CEOs and CFOs: Please read the paper, and think about the long-term health of your business as you wrestle with this significant increase in expense.

Page Counts When Bifurcation Hurts All Other Customers

Yesterday we talked about the fact that best catalog customers (a minority of your file) deserve MANY catalogs that are merchandised with...