Catalog Doctor: The Lost Art of Effective Cataloging
Are these merger and acquisition companies, combining titles and lists? No, these are single-title, small- to medium-sized companies with long-term ownership.
Huge page count increases? No, flat or reduced page counts.
Big web expansion, with pay-per-click, search engine optimization, mobile, YouTube and email initiatives? No, flat or reduced online investment.
Susan J. McIntyre is Founder and Chief Strategist of McIntyre Direct, a catalog agency and consultancy in Portland, Oregon offering complete creative, strategic, circulation and production services since 1991. Susan's broad experience with cataloging in multi-channel environments, plus her common-sense, bottom-line approach, have won clients from Vermont Country Store to Nautilus to C.C. Filson. A three-time ECHO award winner, McIntyre has addressed marketers in Europe, Australia and New Zealand, has written and been quoted in publications worldwide, and is a regular columnist for Retail Online Integration magazine and ACMA. She can be reached at 503-286-1400 or susan@mcintyredirect.com.