The Catalog Doctor Marketing Remedies for Multichannel Pro
Our Monitor and Printer Are Calibrated, Right?
The Doctor's Warning: Don't rely on your photographer's assurance of a color-calibrated image chain.
Most digital studios have created "color profiles" for every component in their studio equipment chain. What you see on the studio set, what you see on the calibrated studio monitor and what you see emerging from the studio's ink-jet color printer will all seem to match.
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.
