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Check out these two recent editorial pieces.

First one, from B@B magazine, on the traditional catalog pushing the in-store and online shopping experience.

The second one, from BusinessWeek (need to register), on a record-setting year for print catalogs.

The takeaway - the same as it has been for the last many years - if a person knows exactly what they want, they go right to the web. If they do not, they use many different information sources, maybe none greater in the B2B world than print.

And yes, print catalogs are growing like crazy...but I'm starting to see more and more "magalogs" used by b2b marketers...that is, magazines based on editorial content with additional product pages (much like a catalog). I can't think of a more effective way to extend the impact of your catalog than to add quality, highly-valued content directed at your customer. Give it some thought.

Labels: catalogs, direct marketing, magalogs