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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
Tradition, folklore, custom, habit, standard operating procedure, We’ve always done it that way: That explains why business catalogs feel comfort and
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
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.
The cover of a print catalog says: 2004/2005 / Columbia, Snake and Willamette River Cruises / Aboard Authentic SternWheeler / Along The Lewis& Clark Route.
Effective catalog copy reaches the reader within his or her experiential background that pastiche of experiences that becomes an automatic acceptance
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,
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,
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
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