A Direct Marketing Association survey from 14% of the association's 450 catalog members, to be released later this month, reveal shows that catalogers are mailing fewer fall/holiday catalogs but improving results. For the 1996 fall/holiday season, 50% of catalog respondents said they mailed more catalogs than they had during the year before, prior,a decrease from the past three years' levels. of mailing.Yet, 59% cited At the same time, 59% of respondents cited growth in response rates, 56% cited an increase in profits over the year prior;and 52% cited increased unit sales. over the prior year.
Copyright March 1997, Crain Communications Inc.