Starting September, computer mail order catalogue inmac will set aside an additional 48 pages for advertising.
Paul Grassby, direct response marketing manager for Mississauga, Ont.-based inmac says the reason for the extra pages is twofold.
Grassby says, firstly, inmac wants to generate more revenue to help pay the catalogue’s costs, and, secondly, it wants to get some leverage for itself from those consumers who use the catalogue as a reference book but who do not order from it.
He says advertising from computer training course providers or computer book publishers, for example, would allow inmac this leverage.
Published 11 times a year, inmac runs from 150 to 200 pages an issue, with anywhere from two to eight pages of advertising.
Grassby says the catalogue will carry about 48 pages of advertising starting with the September issue.
He says principal users of inmac are affluent computer managers and professionals.
He says the other important group of users are the ‘purchasing agents’ of the managers and professionals.
