Consensus on Collage Covers
Regarding your May article “Creating Covers That Captivate,” we actually thought about doing a “collage” cover a little more than a year ago and decided against it. We felt that by making the pictures small enough to fit in a collage format, we would be unable to show the detail — which is what invites the customer into the book. I was glad to read that you also didn’t think it was a good idea.
Si Chen, owner
A Jewelry Catalog by Any Other Name…
I couldn’t help but smile when I read in the June Backword page Melissa Dowling’s account of her first catalog shopping experience. The catalog’s name is Jewelart, and yes, it was located in Van Nuys, CA. I used to order abalone rings and spoon bracelets from the company when I was in seventh grade, and I used to bring the catalog to class so that my friends could order with me. I remember I always called it Jewel Heart by mistake. Thanks for the memory!
Judy Glock, direct response account manager
The catalog you mentioned in the June Backword was Jewelart. I worked at list firm Walter Karl at the time, and Jewelart was one of my clients. If I remember correctly, the owner had died, and the company was being run by his widow and some senior management people. My contact was the 17-year-old daughter of the vice president. They didn’t do much to keep the catalog moving ahead, and it closed in the early ’80s.
Stan Madyda, vice president, list brokerage
ACC Issue Gets Thumbs Up
I had the chance on the way back from the Annual Catalog Conference in Boston to catch up and finally read the June issue of Catalog Age. I just wanted to let you know it was great and very informative. It obviously took a significant amount of work. I heard similar responses from several industry veterans. Keep up the great work!
Thomas Shipley, president