JC Penney announced it will forego the distribution of its 36-year-old, 1,500-page epic catalog, "The Big Book", in favor of more frequent, smaller niche mailers throughout the year.
The current Fall/Winter Big Book will be the last, as Penney's works toward reducing their paper consumption and maximizing budgets. Of course, the massive selection depicted in the Big Book are always available online, so the retailer will limit paper goods to small specialty books like The Little Red Book for women's fashion and Matters of Style for men.
Sears had put out the longest-running catalog before it folded in 1993 after 106 years. Like magazines, seems that flipping pages is simply being replaced by paperless clicking.
