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Catalogs still top channel for merchants, says DMA survey

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New York—Catalogs are still the primary medium for multichannel merchants, according to research conducted by the Direct Marketing Association for its 16th annual State of the Catalog Industry Report. Of the companies surveyed, 62% consider catalogs their primary sales channel, compared with 20% that cited the Web.

Nearly 90% of respondents said they track response rates for online catalog buyers separately from offline catalog buyers, compared with around 60% in 2005 and 2006.

The DMA conducted the survey in April and May through an e-mail invitation sent to multichannel companies, including catalog, retail and Internet merchants. A total of 106 respondents were included for tabulation.

The report is available for download from the online bookstore at www.the-dma.org. The cost is $245 for DMA members, $445 for nonmembers.

—Christopher Hosford

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