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Is this really a catalog?  Apr 01, 2006 10:30 PM By Herschell Gordon Lewis

The cover of a catalog says, with ruthless competitive truth: Whatever it is, you can get it on eBay. Oh, eBay has a catalog? You bet it does, and it’s

Not just the facts, ma’am  Dec 01, 2005 10:30 PM By Herschell Gordon Lewis

Tradition, folklore, custom, habit, standard operating procedure, We’ve always done it that way: That explains why business catalogs feel comfort and

Clarity ber alles  Sep 01, 2005 9:30 PM By Herschell Gordon Lewis

Seems to me, as a dispassionate observer, that the World Wide Web has wrought a happy evolution in descriptive copy. That evolution is a seismic shift

Gourmet treats, gourmet copy  Aug 01, 2005 9:30 PM By Herschell Gordon Lewis

All olive oils aren’t created equal. Well, of course you already knew that, just from getting over bewilderment at the range of prices in the supermarket.

A Page from [ or to ] Your Website  May 01, 2005 9:30 PM By Herschell Gordon Lewis

The cover of a print catalog says: 2004/2005 / Columbia, Snake and Willamette River Cruises / Aboard Authentic SternWheeler / Along The Lewis& Clark Route.

Experiential vs. experimental  Mar 01, 2005 10:30 PM By Herschell Gordon Lewis

Effective catalog copy reaches the reader within his or her experiential background that pastiche of experiences that becomes an automatic acceptance

THE BEST & WORST CATALOG COPY  Jan 01, 2005 10:30 PM By Herschell Gordon Lewis

Hoorays & nays Here I go again, sticking my head into the lion’s mouth with the annual masochistic project of publishing personal prejudices. Every year,

Copy in the 2004 Annual Catalog  Sep 01, 2004 9:30 PM By Herschell Gordon Lewis

Why am I doing this? The catalogs on whose copy I’m commenting all are top of the heap, the 2004 winners of Catalog Age’s Annual Catalog Awards. In fact,

A Touch of Serendipity  Jul 01, 2004 9:30 PM By Herschell Gordon Lewis

We all know the word finding what we’re not looking for. (If you’re a lexical history buff, you know the origin of the word Horace Walpole’s 18th-century

Not So Suddenly, We’re Competitive  May 01, 2004 9:30 PM By Herschell Gordon Lewis

They’re singing my song. For fifteen years or so in the pages of this publication I’ve been applauding, endorsing, and recommending benefit copy for catalog

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