Catalog, Magazine or Both? dELiA*s delivers something different

delias blog photo.jpgWe were looking for a dELiA*s catalog in the office yesterday because we had just launched's new haul video showcasing dELiA*s on YouTube.

I love it when what you need just appears: in the mail was dELiA*s fall catalog.

This catalog is a little different from their other catalogs, though. In the middle spread are two full-page advertisements. Not dELiA*s product photos, but an ad for the new tv series “Hollywood with Money,” and another ad for the Touchstone Pictures movie “You Again.” Interesting. Then, an insert for Proactiv fell out of the catalog. In the back of the catalog, there are full page ads for another tv series and for Skintimate. The Skintimate ad is promoting a contest to win a $100 dELiA*s gift certificate by visiting Skintimate’s web site.

Print catalogs are an expensive marketing tool for retailers. The costs of printing, list management and mailing are becoming prohibitive for many brands. The decision to stop producing a print catalog and offer products through an online store presents many retailers with a dilemma, though.

Many consumers like to hold a catalog. They like to look at the pictures on paper, not just on their computer screen. They like to flip the pages, turn over the corners and – especially dELiA*s shoppers – tear out pages and tack them on a bulletin board.

dELiA*s catalog ads are components in both marketing partnerships and the cross promotion of the corporation’s other brands. But the ads are much more. They generate revenue to underwrite the print catalog.

At some point, a catalog with ads becomes a sort of hybrid catalog-magazine. Will catalog shoppers mind? Is this the direction more catalogers will go?

What do you think?

Watch our dELiA*s haul video here:  |  digg it!  |  reddit reddit!  |  Google!

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