There was some good news for magazine publishers this year, as advertising sales levels began to rebound. Looking at the catalog segment, there is no evidence of the printed catalog disappearing any time soon. A key focus for publishers and catalogers is how to continue to leverage their multi-channel marketing strategies.
Printing Impressions, December, 2011 edition, recognizes Arandell Corporation as 2nd largest catalog printer in the United Staes and Canada.
Company rankings for the current and previous year are based on sales figures reported to us in 2011.
Arandell is know as a “Multiple Platform Provider” and Arandell asserts, catalog printing accounted for more than $133 billion in sales last year. Far from a dead industry, huh? Catalog printing is growing, especially for the niche companies. Mulitchannel marketing strategy is how cataloguers increase ROI and grow their business in the future. Multichannel marketing is a 360 degree approach to customers. Online retailers need to understand the relationship between stores, internet and catalog. Many successful companies use the internet as a pull only device. There is no push. The web does offer unlimited space to promote products but it is still about making people identify with a brand and that is the role of the catalog. There are even prosperous companies that started off on the internet that are now going to a catalog: Amazon, E-Bay & Dell.