Specialty Catalog Boosts Circulation, Posts 1Q Loss

Share this article:
Specialty Catalog Corp., South Easton, MA, this week posted a first quarter loss of $39,629, partially attributed to increased customer generation efforts.


"We're investing into the customer reactivation program," said Thomas McCain, senior vice president and chief financial officer of Specialty.


The company increased circulation and advertising programs for the domestic wig and hairpiece catalogs, Paula Young and Especially Yours.


List rental files for Paula Young and Especially Yours are managed by Walter Karl, a division of Donnelley Marketing, Pearl River, NY. The Paula Young file was enhanced last month with lifestyle and demographic information, according to Fran Golub, senior vice president, list management at Walter Karl. Counts, data cards and usage are available upon request.


Daxbourne, Specialty's U.K.-based cataloger of wigs and hairpieces, also improved its performance compared to the first quarter of 1999.


Western Schools, a marketer of continuing education correspondence courses, improved as well.


Specialty said American Healthcare Institute, which markets seminars and conferences to healthcare professionals, posted a downturn during the quarter ended April 1 because of the seasonal nature of its business.


Another factor in the company's overall loss was the discontinuation of the Paula's Hatbox catalog.


McCain did not wish to make any projections for the second quarter.
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

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.

Candidates Offer Change In The Form of Targeting

Candidates Offer Change In The Form of Targeting

A campaign for Ben Carson raised $2.8 million despite his lack of cooperation.

Target Names Retail Veteran Brian Cornell as CEO

Target Names Retail Veteran Brian Cornell as CEO

He leaves the top job at PepsiCo Foods to take the spot vacated by Greg Steinhafel in the aftermath of the data breach.