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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

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,

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