The Web Effect on Print Copy
Maybe in the deep future catalog copy can revert to the ancient (pre-Web) days. During those calmer, gentler times the typical catalog recipient settled
Herschell Gordon Lewis
This year’s best and worst
Well, here we go again. Finding outstanding catalogs gets easier and easier, and finding less-than-effective catalogs gets more and more difficult. Even
A peek under the covers
Have you noticed a peculiar mini-movement among some catalogs: a cover illustration totally unrelated to what’s for sale inside? Hmmm. Trying to analyze
The best befriend benefit copy
This column, as veteran (or more accurately, resolute) readers of Multichannel Merchant know in advance, limits comments to copy. Copy isn’t always in
Do cover designers even look inside?
Here’s where I irritate even more catalogers than I usually do. I have three questions for catalog creative teams: 1) What does your catalog cover say
The rule of specificity
Matching the offer to the prospect is a in any professional sales situationexcept for some catalogs. Why? Catalog marketing managers either have an awareness
Is this really a catalog?
The cover of a catalog says, with ruthless competitive truth: Whatever it is, you can get it on eBay. Oh, eBay has a catalog? You bet it does, and it’s
Not just the facts, ma’am
Tradition, folklore, custom, habit, standard operating procedure, We’ve always done it that way: That explains why business catalogs feel comfort and
Clarity ber alles
Seems to me, as a dispassionate observer, that the World Wide Web has wrought a happy evolution in descriptive copy. That evolution is a seismic shift
Gourmet treats, gourmet copy
All olive oils aren’t created equal. Well, of course you already knew that, just from getting over bewilderment at the range of prices in the supermarket.