MULTICHANNEL MERCHANT » ARCHIVES FOR 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.
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,
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
I have to keep reminding myself, as well as reminding you readers, of two factors: First, these are opinions. Every mail order marketing professional
Consider an absolute rule ofwell, of everything: Specifics out-sell generalizations. If you accept that concept you automatically accept that marching-in-place
I’m looking at an upscale catalog. Here’s a wine cooler. The heading: Our Exclusive Compact Cellar Now in 2 styles Okay, we pay no attention to instead
The for catalog copy is the heading. As we lurch deeper into the hypercompetitive 21st century, I’m more and more convinced that except for two categories
One of the most exhilarating indoor sports any catalog critic can enjoy is comparing the way competing catalogs describe similar items. A benefit and
Maybe it’s unpatriotic to single out catalogs for criticism. After all, I don’t want to be the Bill Maher of the catalog industry. And I have to point
There’s no question: Travel and leisure are hurting And no question: Short of all-out mobilization, some but not all the travel catalogs will survive.