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It's in the Mail

How to land your product on the pages of a catalog

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This story appears in the February 2005 issue of Start Up.

Catalogs fill the mailboxes of consumers everywhere, retailingevery product under the sun--from household items to gifts to food.You name it, and there's probably a catalog that specializes init. If you're aching to see your product on the pages of one ofthose fancy catalogs, the good news is that it's definitelypossible. "Merchants are always looking for greatproducts," says George Hague, senior marketing strategist withJ. Schmid & Associates, a catalog consulting company in ShawneeMission, Kansas.

The key is to research the catalog that best suits your productwith the right niche and price point. One mistake new entrepreneursoften make is not understanding catalogs' margins and pricepoints. "Catalogers like to operate on a more than 50 percentmargin," says Hague. "If the retail price is $10, thencatalogers will [likely] ask you to sell it to them for $3.50 or$4."

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