Over 17billion catalogs were mailed to American households last year, 56 for every American. This means the average catalog retailer sent 21 million copies, one every 26 days. Although the percentage of resulting sales keeps declining, currently 1.3%, catalogs are still the largest revenue generator for direct marketers, and the catalogue is beginning to drive significant traffic and sales to the website. Most catalogues are printed on 'glossy' paper with full color photographs of products and plenty of text.
Although most of the paper for these holiday catalogues has already shipped, the paper market is still depressed. Unfortunately, the first quarter has never been a good period for coated shipments - so not much hope in sight for a near term turn around!
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