Salter merges with catalogue firm

Salter deGruchy of Toronto has merged with Commercial Graphics, a 44-year-old catalogue development company based in New York City.Catalogue marketingThe new company, called Salter deGruchy Christenson, will specialize in catalogue marketing and other forms of direct response retailing, database marketing and...

Salter deGruchy of Toronto has merged with Commercial Graphics, a 44-year-old catalogue development company based in New York City.

Catalogue marketing

The new company, called Salter deGruchy Christenson, will specialize in catalogue marketing and other forms of direct response retailing, database marketing and customer loyalty programs on both sides of the border.

Database management for the company is handled through a strategic alliance with BCB & Associates of Toronto.

Combined annual billings of the Toronto and New York offices exceed US$16.6 million.

The new firm is privately held by Charles deGruchy and Brian, Salter, principals from Salter deGruchy, and David Christenson from Commercial Graphics.

DeGruchy is president; Salter, senior consultant, and Christenson becomes general manager.

Salter deGruchy Christenson, Toronto will also continue to serve clients that include Sony, Benjamin Moore, Sears, Tilley and Merisel.

Recent work from the Toronto office includes a catalogue for Hallmark and the Sears at Home, home furnishings book.

DeGruchy says the new company is being positioned on a North American basis.

The two offices will be linked by computer and clients will have one 1-800 number in order to be connected, as with an intercom system, to anyone within the company.

Convenience

DeGruchy attributes the trend to catalogue retailing to convenience and lack of time to shop by those in two-income households.

He says retail outlets are just one channel for making the sale and marketers have now realized consumers want to be sold to in the method they demand.

He says the Canadian catalogue market, although u.s.-driven, will grow substantially over the next few years, and that about 25 new mailers will be tested in Canada this fall.