Penney's Nixes Big-Book
JC Penney marks the end of big-book catalog printing, stepping up printing of smaller specialty catalogs and enhancing online alternatives.
Lisa Cross, Senior Editor -- Graphic Arts Online, November 20, 2009
JC Penney will stop printing its twice-a-year "big book" catalogs and invest in online alternatives and shorter-run printed specialty catalogs targeted to recipients. JC Penney says the move will reduce paper consumption 25% to 30%, thus aligning with its commitment to sustainability of forests and other natural resources. The move also marks the end of "super-sized" catalogs. Montgomery Ward cut its big book in the mid-1980s, while Sears ceased producing its big book in the 1990s, focusing instead on niche catalogs.
"Big book catalogs have become less relevant as customers have embraced shopping online, where they have ready access to our entire assortment at any time on jcp.com," JC Penney CMO Mike Boylson says. "At the same time, customers greatly appreciate the smaller, more personalized catalogs we have introduced as well as digital and mobile applications that make it easier, more convenient and fun to shop with us."
Once 1,500 pages, Penney's Big Book dropped to well below 900 pages a few years ago.
The company will continue its roster of specialty catalogs including "Rooms Babies Love", the Cooks catalogs, "Little Red Book"' for women's apparel and accessories, "Matters of Style" for men and Christmas catalog.
Alternatives to Big Book Catalogs
12/14/2009Print Powers Retail Sales
11/28/2006JC Penney to Stop Printing Big-Book Catalogs
11/19/2009Eco-Protesters Target Sears
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