JCPenney's New Mailer: Don't Call It a Catalog

JCPenney's "Big Book" catalogs used to span 1,000 pages.

JCPenney is adamant that the 120-page mailer isn't a catalog like the "big book" mailings of old, but a more streamlined marketing tool, a company spokeswoman told ABC News.

The traditional "big book" catalogs launched in 1963, with three each year sometimes spanning 1,000 pages, the company said. The last of those was the Fall/Winter 2009 issue, though JCPenney said it continued to issue slimmer specialty catalogs, usually around 50 pages, until 2012.

The new JCPenney mailer will focus on home and lifestyle products and not on fashion, which comprised a large portion of vintage JCPenney catalogs that still can be found online.

"We are simply issuing a more robust home mailer, which is something we used to do prior to 2012 before new leadership took over. Customers, particularly when it comes to home items, still like flipping through a traditional print piece," along the lines of those by Pottery Barn, Crate and Barrel and West Elm, a JCPenney spokeswoman said.

The mailer is a "traffic-driving piece" with a goal for customers to next visit JCP.com, call customer service, or go to one of about 1,100 JCPenney stores.

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