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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

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

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