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J.C. Penney Still Churns Out Catalogs


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J.C. PENNEY STILL CHURNS OUT CATALOGS

Regarding "Spiegel's book is a real page-turner" (The Corporation, Sept. 12), J.C. Penney has not phased out its "general interest" or any other catalogs. In fact, J.C. Penney is the largest cataloger in America, and one of the largest in the world.

Three "Big Books" are the backbone of this very successful business, the Spring/Summer and the Fall/Winter catalogs and our recently released Christmas book. In total, J.C. Penney publishes about 100 different catalogs each year, including 59 specialty catalogs.

Most catalogers benefited from the withdrawal of Sears, Roebuck & Co. from the general-interest-catalog business in 1993. It would appear that Sears was the reference you were looking for.

W.E. McCarthy

Catalog Communications

J.C. Penney Co.

Dallas


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