'Magalog'

The number of catalogs available only online reached 1,320 this year, almost double the 772 online-only catalogs last year, according to the 2006 National Directory of Catalogs released last week, writes DM News (via MediaBuyerPlanner). There are 1,463 more online catalogs in 2006 than 2005. Of the 11,438 catalog listings, 8,903 were online catalogs - representing 78 percent of the total listings, up from last year's 60 percent.

"While online catalogs are on the rise, marketers continue to find print catalogs a powerful tool for driving customers to their websites; and some catalogs that began online have added print versions, such as 'RugsUSA,' " said Deborah Striplin, The National Directory of Catalogs editorial director. "In addition, there is a rise in 'magalogs,' or catalogs that contain editorial content, such as 'Outdoor Republic' and 'Pulse,' " she added.

Of the 225 subject categories, the most popular included Books & Book Trade with 1,008 catalogs, Apparel & Accessories with 750 catalogs, Automotive with 542 and Education with 513. Automotive, Education and Apparel & Accessories had the most growth.