In the late 20th century, it was widely predicted that product sales over the Internet would displace paper catalogs. This prophecy seemed logical for three key reasons: It’s less expensive to sell products online, since you’re not encumbered by enormous printing and postage costs. You can sell countless more items on a Web site than you can in a catalog. And you’re not locked in with your pricing for extended periods of time as with a catalog, which can have a shelf life of a few months to a full year.

Fact is, the Web makes commerce easier, less expensive, and much more adaptable. It’s no wonder, then, that the soothsayers saw paper catalogs going the way of the Western Union telegram. But it turns out they were dead wrong. Catalogs are not only still around, they’re thriving. To paraphrase Mark Twain, news of the death of catalogs has been greatly exaggerated.

A Net Gain
Ironically, the Web has contributed greatly to the success and relevance of print catalogs. Think about it. Less than 10 years ago, it seemed as if every business imaginable had jumped on the online marketing bandwagon, believing that if they didn’t take advantage of the Web, they would be left in the dust. After recognizing the difficulties of getting their fulfillment operations in place, thousands of brick-and-mortar companies abandoned their dreams of Internet riches. Catalog companies, on the other hand, already had their systems in place, giving them a big advantage over the competition.

Paper catalogs and Web sites serve unique roles in generating sales leads and getting new customers. In a sense, a Web site is like a brick-and-mortar store that you would visit to find specific products. A catalog, by contrast, is like a friendly door-to-door salesman who comes into your home and sells you a shiny new gadget that you didn’t realize you needed.

The synergy between paper catalogs and the Internet is undeniable. By publishing a company’s Web address or offering special incentives to order products online (e.g., price discounts, free shipping), catalogs serve a dual purpose: to drive site traffic and sell products. As e-commerce continues to grow, paper catalogs will become increasingly important as a way to get more people to shop online, since Web sites can offer considerably more products. Conversely, Web sites help generate new sales leads for paper catalogs. They offer a way for customers to sign up for the free publications and also enable online sellers to add Web customers to their mail lists.

The Customer Loyalty Effect
Of course, the Internet isn’t for everyone. A small percentage of households are still without computers, and a growing number of Web users have deep concerns about online fraud. For them, paper catalogs are the one and only way to shop by mail.

Much like books and magazines, catalogs offer a certain level of enjoyment and convenience. It’s easier to flip through pages than to read content on a computer screen. And while perusing a catalog, people can circle products, tear out pages, and leisurely browse while lying in bed or taking a bubble bath. With their friendly magazine format, catalogs provide an inviting look along with the ease and comfort that are still missing from most Web sites.

People also have come to appreciate the long tradition of catalogs. They develop deep loyalties to specific mail-order companies and look forward to receiving their favorite catalogs for ideas and information on new products.

Although the Internet is changing the way people shop, paper catalogs are not going away any time soon. They still fill a vital role in educating customers about new products and driving them to the Web. And at their best, catalogs even make for a good read. As long as companies continue to create interesting, new, unique products, catalogs will always serve a purpose.

– Jim Tilberry, owner of Tilberry Direct Marketing (www.catalogrep.com)

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