Operations Summit 2016

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Generate the desire to buy  Dec 01, 2008 10:30 PM By Herschell Gordon Lewis

Twenty years ago, if you asked any successful cataloger to explain the creative difference between catalog copy and direct response copy, you’d quickly

Coping with tough times  Oct 01, 2008 9:30 PM By Herschell Gordon Lewis

Times are tough. They’re especially tough for print catalogs. They carry a cross Web catalogs don’t. And an alarming number of dispassionate observers

Competitive benefit is king  Sep 01, 2008 9:30 PM By Herschell Gordon Lewis

2008 MCM AWARD WINNERS COPY The combination of fierce competition and merciless judging is certainly a reason every winner in fact, make that every finalist

Word-watching for fun and profit  May 01, 2008 9:30 PM By Herschell Gordon Lewis

As recently as a generation ago, catalogs could survive by basing their appeal on a combination of traditional image, buyer loyalty, and breadth of selection.

Cannibals in bedlam  Apr 01, 2008 9:30 PM By Herschell Gordon Lewis

A given: Typically, a consumer prospect looks for the best price rather than relying on loyalty to a distant source. A given: A business prospect looks

My annual best and worst  Feb 01, 2008 10:30 PM By Herschell Gordon Lewis

NEWS STORIES ARE LOADED WITH DEMANDS from various groups that catalogers abandon their printed catalogs and use only online distribution. As avant-garde

The elusive impulse factor  Dec 01, 2007 10:30 PM By Herschell Gordon Lewis

Since the declining days of the Sears & Roebuck and Montgomery Ward big books or maybe earlier than that catalogs have been in a competitive battlefield.

Travel catalogs: romance vs. bargain  Oct 01, 2007 9:30 PM By Herschell Gordon Lewis

It’s unlikely that Richard Sears and Alvah Roebuck could have envisioned a catalog category that’s now state of the art the travel catalog. For paper

Raw description is no longer in  Sep 01, 2007 9:30 PM By Herschell Gordon Lewis

Each year, scanning through the winning catalogs representing the best of the best at the annual Multichannel Merchant Awards, we look for a thread make

The Web Effect on Print Copy  May 01, 2007 9:30 PM By Herschell Gordon Lewis

Maybe in the deep future catalog copy can revert to the ancient (pre-Web) days. During those calmer, gentler times the typical catalog recipient settled

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