Letter: Disney Has Lost Multichannel PerspectiveRegarding Tad Clarke's editorial ("The Mouse That Ate the Catalog," Feb. 27), THANK YOU for your response! You voiced all the questions and concerns I had after reading the original article that Disney is dumping its print catalog.
Here's another thought: Do they really think the children are going online and pointing out which Disney item is their favorite? Obviously, Disney has lost its perspective and staff that understands full multichannel marketing. However, I do often wonder whether big brands like Disney really need a catalog. With all the hype through movies, videos, theme parks, cartoons, stores, etc., isn't Disney product a pretty darn easy thing to find online? Maybe eBay will launch a used Disney product catalog and eliminate the need for Disney to direct market at all ...
Keep up the good work!
Paula J. Jeske, Business Development - Direct Marketing, Schawk Inc.