January 1, 1999




The annual best and worst catalog copy

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 in exasperation I’ve transferred a catalog I’ve lauded for years into the “five worst” dungeon. And-gulp-for the …

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In Email

January 1, 1999




‘Covering’ prospecting books

Lois Boyle: Using consistent creative elements, customer covers should announce that an old friend has come to visit. Besides the logo, consistent creative elements could include a unique border treatment or layout style, or a consistent color (think of the …

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In News

December 1, 1998




A Y2K FIX crisis?

If your catalog’s computer system is not yet Y2K-compliant, you may have missed the deadline. With little more than 12 months remaining before the year 2000, many software vendors and consultants expect a mob of businesses-including catalogers-to be racing to beat …

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In International

December 1, 1998




New Lists

Weekend Scientists The 35,027 American Science & Surplus catalog buyers are primarily men 25-45 years old who have children living at home. They’ve bought from American Science merchandise as varied as toys, air compressors, and test tubes. Cost: $85/M Selects: gender, marital …

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In News

December 1, 1998




Tailoring the text

Let’s suppose you come upon an attractive-looking catalog and open it to a random page. Four items are on that page-1) a garment that, in loose art, resembles a Nehru jacket; 2) a drinking glass; 3) a floor-length skirt; 4) a piece of …

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In Uncategorized

December 1, 1998




Blair’s new process

Meet a loyal Blair Corp. shopper. She’s been buying Blair products for more than 20 years, ordering jackets, shoes, blouses, and skirts at least once a season. She opens every Blair envelope mailing of loose- sheet product offers, neatly clipping the …

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In News

November 1, 1998




Lifestyle: The next big thing

In the late ’80s, “niche marketing” was the name of the game; in the ’90s, “branding” became the magic buzzword. As we approach the 21st century, look for “lifestyle marketing” to become the latest merchandising strategy catalogers use …

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In News

November 1, 1998




Delia’s buys Fulcrum lists

New York-based Delia’s, the $106 million teen apparel cataloger, in September paid $4.75 million for the trademarks and mailing lists of bankrupt Fulcrum Direct’s five catalogs: Zoe, which sold clothing for teen girls, and Storybook Heirlooms, Playclothes, After the Stork, and Just …

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In News

November 1, 1998




People

Gail Farlee has joined Chicago-based auto parts cataloger J.C. Whitney as director of customer relations. Formerly a director of telecommunications and customer service at Gander Mountain, Farlee was until recently the director of operations for Consolidated Market Response.
The …

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In Lists & Data - Buisness, Lists & Data - Business-14-05-2013

November 1, 1998




A home run market

Just as consumer catalogers are riding high on the home decor-buying wave, some business-to-business mailers are benefiting from the home construction boom.
The National Association of Home Builders (NAHB) projects that 1.56 million new homes-5.5% more than last year and 53.5% more …

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In Marketing

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