Letter: Paid Catalog Advertising Tried Before

Share this article:

I want to take issue with Donald R. Libey's article, "Paid Catalog Advertising," (DM News, May 8). The first attempt "at an organized approach to selling catalog space" was definitely not "in the early 1980s."

I started Catalog Advertising Company in the mid-1960s. I signed up many catalogs interested in selling ad space. My company did succeed in making some sales. Securing an ongoing stream of advertisers proved difficult. So I terminated the company.

Now, based upon my experience, I believe that, in most cases, catalog advertising is self-defeating. Outside advertising in any form dilutes catalog effectiveness. It distracts the recipient from the catalog's real purpose and reason for being: sales.

The exception to this might be the deep-pocketed mass marketers of branded products such as cars, toothpaste, liquor, etc. And even they are suspect. Catalog owners must concentrate on making the catalog a must-read, interesting, sales-producing vehicle - not a vehicle for securing advertisers to provide overhead relief.

George Feldman

Creative marketing consultant

New York

ceogeo@gmail.com

Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in News

News Byte: Comcast Expanding Global Ad Delivery Through Partnership

News Byte: Comcast Expanding Global Ad Delivery Through ...

Through a partnership with Adstream , Comcast's AdDelivery Service expands its footprint across the globe.

40 Under 40 2014: Nominations Are Now Open!

40 Under 40 2014: Nominations Are Now Open!

It's time to nominate the 2014 crop of young marketing luminaries for Direct Marketing News's 40 Under 40 Awards. The deadline is Friday, June 6, 2014.

News Byte: MediaCrossing Partners with ASL Marketing on Youth Marketing Tool

News Byte: MediaCrossing Partners with ASL Marketing on ...

The digital media trading firm and marketing database company aim to help marketers target 13 to 34 year olds.