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:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in News

App of the Week: CardsApp

App of the Week: CardsApp

The app lets users select loyalty cards on their phone or smartwatch to display QR codes at check out time.

Rakuten Marketing Moves to a Unified Platform

Rakuten Marketing Moves to a Unified Platform

Omni experience consolidates all channel offerings into a single platform and dashboard to provide better management of the customer funnel.

Hawk Search Widens its Global Reach

Hawk Search Widens its Global Reach

Hawk Search's solution offers support for more than twice as many languages as other site search providers, according to the company.