The number of catalogs that will be dropped from mailing schedules this year could amount to as many as 1.5 billion copies, totaling $450 million dollars in printing and paper costs, said Maxwell Sroge, a catalog consultant. The reason is e-commerce.
Sroge reported that such leading catalogers as Lands’ End, Lillian Vernon and Williams-Sonoma have already reported reductions of 10% or more in the number of catalogs they will be mailing.
“The big catalogers are finding that they can get new customers from their Internet web sites for less than half the cost of mailing them a catalog,” Sroge said.
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