DMA: Catalogs are still solid publications

With all of the talk about magazines and newspapers losing readership and ad dollars, it seems that one publication type - the catalog - is still going strong. According to a recent report from the Direct Marketers Association (DMA), paper catalogs are still the top remote sales channel.

by Kristina Knight

According to the report, about half of all sales in 2007 and so far in 2008 have come from paper catalogs. Web sales are continuing to grow, however. Consumers surveyed have said that up to 62% of consumers were using catalogs and nearly 20% were using websites in previous ears. That catalogs are still dominant is a clue that, although online is viable, direct marketers still need to have a hand in offline arenas.

"Most of our respondents continue to use catalogs as their dominant or secondary channel of marketing and sales," said Anna Chernis, senior research manager at the DMA. "..Our data suggests a consensus among successful marketers that there are consistent and integrated standards across all channels, as virtually all use some form of internet marketing to supplement their catalog channel."

Catalog marketers should include cross-platform marketing solutions to continue to grow their customer base. Email, specifically, is important and so is search. Email lists allow marketers to contact interested consumers about new deals or "list only" specials. Search marketing, meanwhile, is a way to contact and engage consumers who aren't currently on the main lists.