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Joe D."Joe - I hear what you are saying; you are supposing that the catalog will bring in more bidders and higher prices and that will cover the cost of its creation. That's a compelling argument, but Scott and Leon have suggested that their clientele will be the same as it would be for a printed catalog auction. If that is the case, your supposition is incorrect, as the printing of the catalog would not bieng in any high prices and would therefore directly have to come from the profits."
Actually no Matt....
I am supposing that the catalog will bring in more BIDS not necessarily more bidders (but possibly so).
The internet is great for finding things you already know you want.
The catalog is great for showing you those items you want - but would have never found in your 'internet searches'
Case in point - the White Chase - which I won in the REA - would have never been found by me using an internet search. I found it - and decided I wanted it while thumbing through the REA catalog. I won that lot. The consignor and the auction house got more $$ because of the catalog. Plain and simple.
That is just one bidders story on one lot. Add an extra bidder to each lot or so - and the catalog pays for itself and much much more.