Direct talked with catalog consultant Katie Muldoon to get her thoughts on the challenges small catalogers face in today’s market.
DIRECT: What are the major hurdles for small catalogers these days?
MULDOON: As always, economy of scale is the biggest thing. Another problem is that [small catalogers] often don’t have the analytics. They don’t have the time or the money to build the business in a rational manner. Small businesses often are very emotional, which is fine to begin with