Silver Winners


The Uniform Book from Cintas uses a helpful table of contents and clean design elements to draw readers inside. But it’s the customer service elements — which include special orders and rental services — that inspire readers to buy.


The pep and personality of Varsity Spirit Fashion are sure to appeal to cheerleaders and drill teams. The vivid color palette, the editorial about cheerleading camps, and the product-personalization options gave the judges plenty to cheer about.


Smart pacing and benefit-driven headlines are only a few of the ways that WearGuard simplifies shopping in its Outerwear Buyer’s Guide. The comprehensive copy and the detailed photos also make customers confident in the company and its vast array of merchandise.


With call-to-action photography and easy-to-read copy, CMC Rescue Equipment speaks directly to its audience of emergency medical technicians, firefighters, and police officers. Just as important, the book supplies them with the products they need to do their jobs better.


Parents looking for toys that educate and inform are bound to find what they want in the Museum Tour catalog, thanks to its wealth of merchandise. At the same time, the creative makes the catalog fun for kids as well.


Black Box Network Services‘ highly organized and easy-to-navigate catalog combines superior customer service with comprehensive merchandising to meet the networking needs of businesses.


Travel catalog Backroads wins readers over with its well-written president’s letter, customer testimonials, and stunning photos that tell of adventures just waiting to be enjoyed.


Musician’s Friend illustrates what its market is all about: breadth and depth of merchandise, and competitive pricing. With its colorful creative, the catalog generates excitement among the musicians who are its audience.


Wilderness Travel’s arresting cover is sure to command attention. From there, the catalog’s wide variety of trips keep readers’ attention, aided by the gallery-quality photos and extensive copy.


The Harry and David Summer 2002 catalog cover, which is just “peachy,” will tempt readers to look for more delectable treats inside. Customers are also sure to be wowed by the heavily promoted guarantee and gift options that range from chocolates to even vegetables.


Harry and David’s succulent fruit is the star of its Cool Fruit catalog, and the company ensures that nothing detracts from it. The catalog’s compelling copy and lush photography are ideal supporting players.


With its specialized crop of offerings suitable for arid climates, High Country Gardens homes in on an underserved niche. And the catalog’s helpful icons simplify shopping, as does the copy, which addresses both beginner and experienced gardeners.


The Jackson and Perkins Wholesale Roses catalog doesn’t rely solely on its vibrant photography to appeal to gardening retailers. The copy also works hard to educate its audience about its vast assortment of spectacular roses.


Prairie Nursery ensures a long shelf life for its catalog by including instructive gardening articles. What’s more, the company displays its depth of knowledge with benefit-laden copy about its specialized line of prairie grasses and wildflowers.


Judges were taken with the cheerful, colorful cover of the Levenger catalog. Inside, the conversational yet professional copy and snappy headlines are ideal for the cataloger’s target market — enthusiasts of the written word.


What makes the Orvis Dog Book one of the best in show? How about the crisp, clean design; a surprising breadth of product; and copy that never gets cutesy or goes over the top.


If you judge a book by its cover, there’s no doubt about what’s inside the Sharper Image catalog — a host of unique gadgets and gizmos for everyone on your gift list. Just as important, superb pacing and excellent production values make shopping this catalog a pleasure.


Leafing through the Yankee Candle Early Fall catalog, you can all but smell the scented candles, thanks to copy that sells as effectively as the inviting photography.


With a wealth of detailed copy and diagrams, McFeely’s Square Drive Screws establishes a sense of expertise concerning woodworking in general and square-drive screws in particular. What’s more, its down-home style creates a distinctive personality for the brand.


By selling myriad home electronic products from multiple brands, Crutchfield gives customers an array of choices and prices. The catalog also reinforces value with its informative copy, benefit headlines, and exceptional customer service policies.


Aspirational yet accessible photos and well-designed page layouts convince readers just how effective Sure Fit‘s slipcovers are. What’s more, the price points, copy, and presentation are right on target for the company’s audience.


The exhaustive copy of the Don Johnston catalog displays the company’s understanding of its niche product line — learning aids for struggling students and students with disabilities.


In its Fire Alert catalog, NFPW uses articles on firefighters to address its audience of fire safety professionals. At the same time, indexes and helpful instructions simplify the shopping experience.


With its Vehicle Equipment title, Galls makes a point of showing readers why its in their best interests to buy from this catalog — not only with its hard-driving copy, but also by bundling products and emphasizing value pricing.


Judges found the Facility Savers book from New Pig easy on the eyes, with quality photography working alongside the well-chosen products and the porcine humor that customers expect from the cataloger.


The Boise Office Furniture book showcases a huge assortment of quality office solutions, from classic styles to modern design, but its thorough organization keeps customers from becoming too overwhelmed to make a purchase.


Not only does Yankee Candle‘s First Frost catalog do a great job of promoting the company’s retail channels, but it also sells the goods with its excellent headlines and product shots.


Packed with customer testimonials, Austin-Lehman comes across as a reliable and friendly source of family vacations. Furthering that impression, the catalog backs up its effective copy with a solid guarantee.


Hero Arts caters to a very specific audience: retailers of stationery and crafts supplies. The catalog’s stellar design enables retailers to use the book as a reference guide, while the fluid organization makes finding items among its huge product line a breeze.

For complete profiles of all the Silver Award winners, visit, and click on the Special Reports heading.


Chico’s, Holiday 2002
Chico’s, May 2002
Orvis: Men’s Clothing, Holiday 2002
The Territory Ahead, Christmas 2002

Business Clothing
Shoes for Crews, Winter 2002, Vol. 1
Wearguard: Tattler, Summer 2002, Vol. 629

Business Specialty
Bags & Bows, Holiday-2, 2002
S&S: Recreation Buyer’s Guide, 2003

Consumer Specialty
Sephora, Holiday 2002

Fairytale Brownies: Business Gift-Giving Catalog, Holiday 2002
Zingerman’s, Fall 2002

Jackson & Perkins, New Roses 2003
Syl Arena Roses, Spring 2003 Catalog for Garden Living

Gifts Over $75
Patagonia, Holiday 2002
Williamsburg, Spring 2002

Graphic and Art Supplies
Veer Visual Elements, August 2002
Veer Visual Elements, September 2002

Housewares, Linens, and Furniture
Army and Air Force Exchange Catalog: Home Decor, 2003
Army and Air Force Exchange Catalog: Home, Garden, Yard, and Life, 2002
Army and Air Force Exchange Catalog: Welcome Home, 2002
Orvis: Gift & Home, Summer 2002

Industrial Supplies
LabelMaster, Year 2002 Catalog

Informational Services
Gemological Institute of America: 2003 Education Catalog NFPA: The FPW Catalog, 2002

International Consumer Catalog
Body Bloom, 2002 (France)

New Consumer Catalog
eBags, Holiday 2002
Music 123, Winter 2002

Office Supplies, Furniture, and Stationery
Day-Timer, Holiday Gift Guide 2002
Topdeq, October-November 2002

Chico’s, Holiday 2002
Chico’s, May 2002
L.L. Bean, Holiday 2002

Sporting Goods
The Fly Shop, 2002 Summer Catalog & Travel Digest Sports Her Way: 2002 Women’s Lacrosse Catalog

Asia Transpacific Journeys, 2003

Partner Content

Hincapie Sportswear Finds Omnichannel Success in the Cloud - Netsuite
For more and more companies, a cloud-based unified data solution is the way to make this happen. Custom cycling apparel maker Hincapie Sportswear has leveraged this capability to gain greater visibility into revenue streams, turning opportunities into sales more quickly while gaining overall operating efficiency. Download this ecommerce special report from Multichannel Merchant to more.
The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.