Starting a catalog business is not a project for the faint of heart, says Mark Lee, a veteran catalog marketer who recently began consulting. In his experience, most successful catalog startups are offshoots of established retail or Internet businesses. “At the moment, I am working with a true, from-scratch startup client, but I believe they will have spent more than $1 million by the time their first catalogs arrive in homes. The principals have years of experience in the catalog and Internet industries and have solid capital behind them,” says Lee, of Mark Lee Group, based in Charlottesville, Va

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