Arandell recognized as second largest catalog printer in Canada, U.S. by 'Printing Impressions;' Arandell assets, sales accounted for more than US$133B in 2011

Allison Oesterle

MENOMONEE FALLS, Wisconsin , December 5, 2011 (press release) – There was some good news for magazine publishers this year, as advertising sales levels 
began to rebound. Looking at the catalog segment, there is no evidence of the printed catalog disappearing any time soon. A key focus for publishers and catalogers is how to continue to leverage their multi-channel marketing strategies.

Printing Impressions, December, 2011 edition, recognizes Arandell Corporation as 2nd largest catalog printer in the United Staes and Canada.

Company rankings for the current and previous year are based on sales figures reported to us in 2011.

Arandell is know as a “Multiple Platform Provider” and Arandell asserts, catalog printing accounted for more than $133 billion in sales last year. Far from a dead industry, huh? Catalog printing is growing, especially for the niche companies. Mulitchannel marketing strategy is how cataloguers increase ROI and grow their business in the future. Multichannel marketing is a 360 degree approach to customers. Online retailers need to understand the relationship between stores, internet and catalog. Many successful companies use the internet as a pull only device. There is no push. The web does offer unlimited space to promote products but it is still about making people identify with a brand and that is the role of the catalog. There are even prosperous companies that started off on the internet that are now going to a catalog: Amazon, E-Bay & Dell.

There are certain trends that you should pay attention to if you market with catalog printing. The most successful companies in the Internet-age have mailed specific niche catalogs. They’ve learned that the more in-tune you are with your customers, the better your sales figures will be. Mass-market catalogs are giving way to specialty-niche catalogs, and even the big chains are breaking their formally large catalogs down into smaller, niche-oriented catalogs.

Many existing companies cannot successfully build a brand and drive traffic without the catalog.The catalog will always drive decisions for a long time to come. Even after the migration of orders from call centers to the internet, the catalog is still showing consistent revenue. It is the catalog that is still driving the customer to the internet. Both channels provide a very symbiotic relationship. There would be a very real negative impact without any one channel. Take advantage of these changes and you can print a powerful catalog that brings in massive return on investment.

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