Catalog Doctor: The Lost Art of Effective Cataloging
Then where are these sales increases coming from? What do these catalogers have in common?
They're all producing catalogs using what used to be catalog best practices — and now are almost a lost art. Can I cover the lost art of cataloging for you in 1,000 words? No way. But I can lay out some best practices to help lead the way.
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.