Catalogs

Want to know everything a store has without going to the store? Want to order an item offline but want to be able to circle and compare products easily?  Get a catalog! Catalogs are reference books that list, describe, and often picture the products sold by a manufacturer, wholesaler, or retailer.  Catalogs can be ordered or may be delivered to recent customers.  Around 13 billion catalogs are mailed each year.  This number is actually falling do to rising postage prices.  CCS is a company that sells skateboard and snowboard goods along with clothing.  CCS sends out a monthly catalog to subscribers.  Like many advertisers, CCS recently added editorial content such as interviews with professional skateboarders and snowboarders along with pictures of skateboard and snowboard tricks.

Pros and Cons

Despite rising postage costs, advertisers keep sending catalogs because:

• People like to look and circle products they like.  Normally they can then order by mail, the internet, or by phone.
• Catalogs include much more information than any other for of direct-mail advertising.
• There are no competing ads when direct-mail advertising is used.

However there are more problems with catalogs then the rising cost including:

• The postal service has no delivery commitments on third class mail.  Up to 10 percent of mail goes undelivered because people move addresses.  
• Some people see all direct-mail advertising as junk mail and immediately through it away. 
• Many people want to touch or try on products before they buy them.  Catalogs can only be visual.

Interesting Facts

• Some catalogs are being converted to DVD format.  These are environmentally friendly and reduce printing and mailing costs; however, it takes away the possibility of individuals to circle and compare products like they can with traditional catalogs.
• According to MediaMark, 49 percent of Americans order from catalogs.