Post By

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

This year’s best and worst  Feb 01, 2007 10:30 PM By Herschell Gordon Lewis

Well, here we go again. Finding outstanding catalogs gets easier and easier, and finding less-than-effective catalogs gets more and more difficult. Even

A peek under the covers  Dec 01, 2006 10:30 PM By Herschell Gordon Lewis

Have you noticed a peculiar mini-movement among some catalogs: a cover illustration totally unrelated to what’s for sale inside? Hmmm. Trying to analyze

The best befriend benefit copy  Sep 01, 2006 9:30 PM By Herschell Gordon Lewis

This column, as veteran (or more accurately, resolute) readers of Multichannel Merchant know in advance, limits comments to copy. Copy isn’t always in

Do cover designers even look inside?  Jun 01, 2006 9:30 PM By Herschell Gordon Lewis

Here’s where I irritate even more catalogers than I usually do. I have three questions for catalog creative teams: 1) What does your catalog cover say

The rule of specificity  May 01, 2006 9:30 PM By Herschell Gordon Lewis

Matching the offer to the prospect is a in any professional sales situationexcept for some catalogs. Why? Catalog marketing managers either have an awareness

© 2014, Access Intelligence, LLC. All rights reserved.