May 1, 2002




Patagonia Gets Creative

As a manufacturer/marketer of outdoor gear and apparel, Patagonia doesn’t vary its product offerings hugely from one year to the next. And because roughly half of all its catalogs are sent to house file names, “we tend to go …

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In Opsandfulfillment_warehouse-20-03-2013, Shipping/Delivery

June 1, 2001




Getting a Handle on Shipping and Handling

Even before the U.S. Postal Service announced its July 1 rate hike (see story at left), catalogers were groaning under the weight of increased parcel delivery costs. United Parcel Service, Federal Express, and Airborne Express all increased their rates and/…

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In News

March 15, 2001




Take a Bow

Are you familiar with the Zingerman’s catalog? I wasn’t, until recently. Zingerman’s is a relatively small marketer of gourmet breads, snacks, spices, cheeses, and other specialty foods. The catalog itself, at first glance, is modest. No fancy (read: expensive) food …

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In Uncategorized

March 15, 2001




Multichannel Challenges: Caswell-Massey

Who says you can’t teach an old dog new tricks? Certainly not $20 million Edison, NJ-based high-end toiletries marketer Caswell-Massey.
The company’s rich history predates Franklin Roosevelt, Abraham Lincoln, and the Declaration of Independence. Founded in 1752, Caswell-Massey counts founding father George …

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In News

February 1, 2001




Extra, Extra: Catalogs in Newspapers

When you pick up your Sunday newspaper, don’t be so quick to discount the coupon fliers and sales circulars: There may be a real catalog tucked in there. Toys `R’ Us, for one, has been inserting its holiday catalog into …

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In News

June 1, 2000




The 10 BEST Catalog Covers

No doubt, we all remember some of our favorite catalog covers: those covers that stood out in the mail, made us smile, made us curious, and most important, got us inside the catalog and made us place an order.
(Note: …

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In Email, News

May 13, 2000




PRINT PRODUCTION GLOSSARY

CMYK: Stands for cyan, magenta, yellow, and key (black)—the four inks used in the subtractive color model of four-color printing; generally speaking, all the colors created on press result from varying combinations of these four inks.
Color model: System …

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In Uncategorized

November 1, 1999




Is your copy trying too hard?

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 first is a necessary evolution. Mass-aimed, generalized catalogs are in eclipse. Specialization, accelerated by the World …

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In News

October 1, 1999




Breaking creative rules

Before you break the rules of catalog design, you need to understand what they are – and why they work
Catalog design has come a long way from the industry’s downscale origins and the days of jam-packed “big books.” In …

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In News

June 1, 1999




The 10 BEST Cost-Cutting Ideas of All Time

In the catalog business, shrinking margins and increased competition can eat into profits, so every penny counts. Whether it’s shaving a few bucks off a mailing list or whittling a few cents off your production costs, such savings add up. …

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In Email, News

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