Catalog Copy: Promoting Image to Justify Price
Two realities have confronted catalogers since the Internet became a major factor in communications: First, the Web is price driven. And price driving
Herschell Gordon Lewis
Catalog Copy: The Internet Effect and Print Catalogs
If you’re an archivist, take a look at some 10-year-old catalogs. Then inspect a current issue of the company’s catalog, assuming it’s still in business.
Catalog Copy: Waking Up to the New World of Catalogs
Montgomery Ward? Who’s he? That was a question asked at a catalog seminar a few months ago. The venerable icons of the past, such as Montgomery Ward,
Catalog Copy: Using Print Copy Online? Fuggedaboudit
Ever watch CNN? Ever watch CNN Headline News? Ever consider why the content isn’t parallel? Okay, a second question: Ever visit a catalog Website whose
Catalog Copy: Sticking My Head into the Lion’s Mouth
I have to keep reminding myself, as well as reminding you readers, of two factors: First, these are opinions. Every mail order marketing professional
Catalog Copy: Generic Wording–Can’t We Do Better?
Consider an absolute rule ofwell, of everything: Specifics out-sell generalizations. If you accept that concept you automatically accept that marching-in-place
Catalog Copy: You Know What You Mean Do They?
I’m looking at an upscale catalog. Here’s a wine cooler. The heading: Our Exclusive Compact Cellar Now in 2 styles Okay, we pay no attention to instead
Catalog Copy: Really Good Catalog Writers? How About These?
The for catalog copy is the heading. As we lurch deeper into the hypercompetitive 21st century, I’m more and more convinced that except for two categories
Catalog Copy: Popcorn and Warm Towels
One of the most exhilarating indoor sports any catalog critic can enjoy is comparing the way competing catalogs describe similar items. A benefit and
Catalog Copy: The Annual Best and Worst Catalog Copy
Maybe it’s unpatriotic to single out catalogs for criticism. After all, I don’t want to be the Bill Maher of the catalog industry. And I have to point