By  on November 19, 2009

J.C. Penney is bidding farewell to its biannual “big book” catalogue. Instead, the retailer said it will throw greater weight behind “customized, more timely” specialty catalogues for targeted audiences, and online and social media opportunities.

The 36-year-old big book had the heft of a telephone book and ranged from 900 to 1,500 pages. It surpassed $1 billion in sales in 1979. The big book became a victim of rising costs and a shift by customers to shopping online. Penney’s direct business, catalogue and online, exceeds $4 billion.

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