A lot of people are surprised that catalogs even exist anymore. It costs a lot of money to create and mail a first rate catalog and the Internet was supposed to handle the catalog job. What happened? The answer turns out to be pretty complicated.

For starters, a lot of people like printed catalogs, printed anything, really. Our agency puts out a quarterly magazine for a western Canadian client. A recent survey of readers asked how they’d feel if the magazine became an online e-zine. There was a near revolt: 95% loudly preferred the printed version.

Lees verder op forbes.com.