August 17, 2008


Merchants love more of everything. More e-mail campaigns each week. More paid search advertising. More catalog pages!

These days, everybody is talking about reducing expense, and catalog pages are the primary target. Can we get the same volume out of 56 pages that we get out of 64 pages?

Usually, no!

But you can figure out what might be a better decision --- reducing pages or reducing circulation.

If you need a tool to play some high-level "what if" games, download the Diminishing Returns On Pages And Circulation worksheet, and see what might make sense for your brand.

Hint --- I generally prefer smaller page counts and deeper circulation depth.

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