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Catalog Copy: There Are Bots in Our Belfry  Mar 01, 2004 10:30 PM By Herschell Gordon Lewis

Think way back to prehistoric times. The year 1994 will do. Many catalogs and within the business-to-business sphere, some would argue most catalogs operated

Catalog Copy: Sticking My Head into the Lion’s MouthAgain  Jan 01, 2004 10:30 PM By Herschell Gordon Lewis

This job gets tougher every year. Back in ancient times the early to mid-1990s will do finding catalogs with subpar copy meant sorting through a stack

Catalog Copy: It Ain’t Supposed to Be a Challenge  Oct 01, 2003 9:30 PM By Herschell Gordon Lewis

Is it the Internet postliteracy explosion? Is it the decline and fall of the West, the East, the North, and the South? Is it the incursion onto our turf

Award-Winning Copy: A Cut Above  Sep 01, 2003 9:30 PM By Herschell Gordon Lewis

Each year, I have to repeat a combination of explanation, disclaimer, and regret: I’m not a member of any committee that judges entries for Catalog Age’s

Catalog Copy: Promoting Image to Justify Price  Aug 01, 2003 9:30 PM By Herschell Gordon Lewis

Two realities have confronted catalogers since the Internet became a major factor in communications: First, the Web is price driven. And price driving

Catalog Copy: The Internet Effect and Print Catalogs  Jun 01, 2003 9:30 PM By Herschell Gordon Lewis

If you’re an archivist, take a look at some 10-year-old catalogs. Then inspect a current issue of the company’s catalog, assuming it’s still in business.

Catalog Copy: Waking Up to the New World of Catalogs  Apr 15, 2003 9:30 PM By Herschell Gordon Lewis

Montgomery Ward? Who’s he? That was a question asked at a catalog seminar a few months ago. The venerable icons of the past, such as Montgomery Ward,

Catalog Copy: Using Print Copy Online? Fuggedaboudit  Apr 01, 2003 10:30 PM By Herschell Gordon Lewis

Ever watch CNN? Ever watch CNN Headline News? Ever consider why the content isn’t parallel? Okay, a second question: Ever visit a catalog Website whose

Catalog Copy: Sticking My Head into the Lion’s Mouth  Jan 01, 2003 10:30 PM By Herschell Gordon Lewis

I have to keep reminding myself, as well as reminding you readers, of two factors: First, these are opinions. Every mail order marketing professional

Catalog Copy: Generic Wording–Can’t We Do Better?  Dec 01, 2002 10:30 PM By Herschell Gordon Lewis

Consider an absolute rule ofwell, of everything: Specifics out-sell generalizations. If you accept that concept you automatically accept that marching-in-place

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