CATALOGUE & PRINT WEB VERSION: Click Here
Not Gone 2021 P
By Bill LaPierre, Datamann, USA
Each January, I feel the pressure is on to come up with a really strong posting to start the new year. I always think that you are expecting some great vision, a declaration of catalogue clarity that transcends the ages. Then I remind myself that none of you spent New Year’s Day thinking “Oh, what’s Bill’s blog going to be about on Monday? How will he start the new year?” Let’s face it, during a pandemic, it’s just another Monday morning. (And during January in northern New England, every day feels like a Monday).
urely by chance, I’ve started the past two years with postings that had extremely high open and pass-a-along rates. Both
years, I began the year with news of catalogues that were going out of business. In 2019, it was Harriet Carter and the Bluestem Brands (Norm Thompson, Tog Shop, etc.) In 2020, it was the Johnson-Smith titles. Each posting had the word “Gone” in the title and you know by now what that means. I’ve learned that you love to read articles about other companies going out of business. As nice as it was from a blogging perspective to start the year with postings that are well-read, it was depressing to think the news of these companies’ misfortunes was a harbinger for the balance of the year.
EXPERT ROSTER
Let’s start 2021 with an admission of something that I predicted, which turned out differently than expected. Last January I reported 2020 would be the year many of you would begin easing out of mailing catalogues. I wrote that many companies had shared with me they had decided to wind down their catalogues. Each company stated their plans a little differently, with different timelines and different goals. But in general, these companies planned a gradual phasing out of their catalogues over a three to four-year period by just mailing the best customers, while they milked the profits and didn’t worry about a decreasing 12-month catalogue buyers file size. They planned to move more online, or simply move to Amazon.
FOR INCLUSION CALL THE CLASSIFIEDS TEAM ON 0208 092 5227 ISSUE NUMBER 257 | NEW YEAR 2021 | ISSN 2049-8993
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