J.C. Penney will no longer be producing their signature "big book" catalogs and have switched over to smaller look-book mailers instead. The catalog for the Plaxo-based department store started in 1963 and grew to a $1 billion dollar business in 1979. “We made approximately 25 catalog mailings in 2010, which was less than we’ve had in previous years as we’ve been replacing our traditional ‘big book’ catalogues with more focused cross-channel marketing pieces sent to customers on a targeted basis,” a Penney’s spokeswoman told WWD. Costs for postage and printing have increased making the catalog business less efficient than other forms of marketing. Catalogs are bad for the environment anyway and trust me, you'll have more fun shopping on Jcp.com and checking out the People Style Watch look-books.
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