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The cover of a print catalog says: 2004/2005 / Columbia, Snake and Willamette River Cruises / Aboard Authentic SternWheeler / Along The Lewis& Clark Route.
Herschell Gordon Lewis
Experiential vs. experimental
Effective catalog copy reaches the reader within his or her experiential background that pastiche of experiences that becomes an automatic acceptance
THE BEST & WORST CATALOG COPY
Hoorays & nays Here I go again, sticking my head into the lion’s mouth with the annual masochistic project of publishing personal prejudices. Every year,
Copy in the 2004 Annual Catalog
Why am I doing this? The catalogs on whose copy I’m commenting all are top of the heap, the 2004 winners of Catalog Age’s Annual Catalog Awards. In fact,
A Touch of Serendipity
We all know the word finding what we’re not looking for. (If you’re a lexical history buff, you know the origin of the word Horace Walpole’s 18th-century
Not So Suddenly, We’re Competitive
They’re singing my song. For fifteen years or so in the pages of this publication I’ve been applauding, endorsing, and recommending benefit copy for catalog
Catalog Copy: There Are Bots in Our Belfry
Think way back to prehistoric times. The year 1994 will do. Many catalogs and within the business-to-business sphere, some would argue most catalogs operated
Catalog Copy: Sticking My Head into the Lion’s MouthAgain
This job gets tougher every year. Back in ancient times the early to mid-1990s will do finding catalogs with subpar copy meant sorting through a stack
Catalog Copy: It Ain’t Supposed to Be a Challenge
Is it the Internet postliteracy explosion? Is it the decline and fall of the West, the East, the North, and the South? Is it the incursion onto our turf
Award-Winning Copy: A Cut Above
Each year, I have to repeat a combination of explanation, disclaimer, and regret: I’m not a member of any committee that judges entries for Catalog Age’s