Post By

Why not motivate them while we’re at it?  Apr 01, 2000 10:30 PM By Herschell Gordon Lewis

We’re under siege. So what?The catalog business is fragmenting itself, with dot.com appendages cannibalizing business from paper siblings…and, we hope,

Why not motivate them while we’re at it?  Mar 01, 2000 10:30 PM By Herschell Gordon Lewis

We’re under siege. So what?The catalog business is fragmenting itself, with dot.com appendages cannibalizing business from paper siblings…and, we hope,

Colorful word images that still SELL  Feb 01, 2000 10:30 PM By Herschell Gordon Lewis

I’m rich with wristwatches. I have a Patek-Philippe, a Rolex, a Breitling, a Baum & Mercier, a Universal, even a Casio. The one watch I no longer have

The annual best and worst of catalog copy  Jan 01, 2000 10:30 PM By Herschell Gordon Lewis

This job gets tougher and tougher. In the year 2000, online catalogs not only are achieving equivalence (and maybe, within the next five years, dominance);

Is your copy trying too hard?  Nov 01, 1999 10:30 PM By Herschell Gordon Lewis

One man’s meat is another man’s poison. And as catalog copy becomes more and more hypertargeted, two circumstances become more and more apparent. The

The 10 BEST Catalog Copy Headlines  Jun 01, 1999 9:30 PM By Herschell Gordon Lewis

As every reader of this publication knows, catalogs use one of four standard headings:1. Name the product.2. Describe the product “phylum.”3. Describe

The Huh? Syndrome is still with us  May 01, 1999 9:30 PM By Herschell Gordon Lewis

Hard to believe. Printed catalogs are up to their eyeballs in competition…from the Web, from newcomers, from revitalized retailers, from discount malls.

Why good catalog copy is so tough to write  Apr 01, 1999 10:30 PM By Herschell Gordon Lewis

As a pilgrim who has wandered for scores of years through the fertile valleys (and inhospitable hills) of both direct marketing and catalogs, I’ve come

The annual best and worst catalog copy  Jan 01, 1999 10:30 PM By Herschell Gordon Lewis

For some years, I’ve screwed up my courage and followed the happy holidays with opinions-some civilized, some savage. This year, I’m nonplused because

Cool description or enthusiasm?  Oct 01, 1998 9:30 PM By Herschell Gordon Lewis

Assuming your database is reasonably accurate, you also can assume that the people to whom you send your catalog-be it consumer or business-are getting

© 2014, Access Intelligence, LLC. All rights reserved.