Sponsored Content WEBINAR: ELECTION 2008: E-mail Tips from a Political Insider   WEBINAR: Becoming the Illusionist: The Magic of Using "Brand" to Drive Response without Results Disappearing in the Process   WEBINAR: Score and Win Through Cooperation   TOOLS OF THE TRADE: Holiday's are prime-time for email marketing - maximize your ROI by getting to the inbox   ON DEMAND WEBINAR--MASTER CLASS: High Performance Online and Off-line Strategies for Large Scale Customer Acquisition   FREE WHITE PAPER - Direct Mail and the Internet Find any supplier you need - agencies, CRM, fulfillment, lists, e-commerce, paper, printers, telemarketing, and more. Featured Categories Lists and Data Telemarketing Database Marketing E-commerce Web Marketing Agency & Creative Services Print, Production & Paper Lists and Data Processing :: view all categories Get free access to more than 50,000 list data cards - one of the most comprehensive databases in the industry. >> Search Now DIRECT Buzz Blog Webinars Buyer's Guide Calculators JobZone ListFinder Promo Calendar Research Store E-Newsletters Print Magazine This Month in Direct Magazine Bare Bones Postal reform works. The rate hike that takes effect May 12 is the lowest in memory: an average of 2.88%. And some mail classes are getting even less than that... See Full April Issue

If catalogers want to grow, they need to redefine themselves as multichannel marketers.

That was the message Michael Petsky, CEO of New York-based direct marketing investment bank Petsky-Prunier LLC shared with attendees of the Direct Marketing Association's Catalog on the Road Day in Cambridge, MA on Thursday.

"Cataloging as a media and an order device is a critical part of the equation, but its no longer an industry," said Petsky. "Be channel agnostic."

Today's successful marketers are juggling a number of media channels -- including catalogs, e-mail, Web sites and e-mail -- as well as multiple order mediums, such as call centers, the Web, retail and mail.

One leading cataloger Petsky-Prunier works with reports that over a 12-month period, their average buyer who shops from catalogs, the Web and at retail spends $243. In comparison, the-catalog only shopper spends $69, the Web-only shopper $90 and the retail-only shopper $43.

The DMA's Catalog Council is thinking along the same lines as Petsky. George Mello, programming chair of the council, told attendees the group is considering rebranding itself to draw a bigger marketer -- as opposed to vendor--attendance at events.