JC Penney Stops Printing Big-Book Catalogs

JC Penney marks the end of big-book catalogs and will step up production of smaller specialty catalogs and enhance online alternatives.

Lisa Cross, Senior Editor -- Graphic Arts Online, 2009-11-20 10:19:40 EST

 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 Spiegel and Sears ceased theirs in the 1990s.

"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," 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.