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The Huh? Syndrome is still with us  May 01, 1999 9:30 PM By Herschell Gordon Lewis

Hard to believe. Printed catalogs are up to their eyeballs in competition…from the Web, from newcomers, from revitalized retailers, from discount malls.

Why good catalog copy is so tough to write  Apr 01, 1999 10:30 PM By Herschell Gordon Lewis

As a pilgrim who has wandered for scores of years through the fertile valleys (and inhospitable hills) of both direct marketing and catalogs, I’ve come

The annual best and worst catalog copy  Jan 01, 1999 10:30 PM By Herschell Gordon Lewis

For some years, I’ve screwed up my courage and followed the happy holidays with opinions-some civilized, some savage. This year, I’m nonplused because

Cool description or enthusiasm?  Oct 01, 1998 9:30 PM By Herschell Gordon Lewis

Assuming your database is reasonably accurate, you also can assume that the people to whom you send your catalog-be it consumer or business-are getting

Mostly roses, a few weeds  Sep 01, 1998 9:30 PM By Herschell Gordon Lewis

I’ll venture a dangerous opinion: Year after year, the copy in those catalogs chosen as Annual Catalog Award winners has been getting progressively more

Three Trends that will drive Creative  Jun 01, 1998 9:30 PM By Herschell Gordon Lewis

As the catalog industry marches with increasing good health toward the 21st century, three separate creative trends are becoming noticeable. What makes

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