Selling by catalogue, which long ago ceased being aimed mostly at rural America, today is the fastest-growing trend in retailing since the birth of the discount store. Catalogue sales have grown 60% in the last decade, rose 10% to a record $2.4 billion. Though the market is still dominated by Sears, Montgomery Ward, Spiegel and Aldens, more and more companies are entering the field. Six months ago giant J. C. Penney (1,667 chain stores) began selling by catalogue. Last week another big company made a strong bid to win a foothold in the market: Western Auto Supply Co. (1963...
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