Tofu or Steak? Critic Picks Apart Several Catalogs

* Use the catalog as a traffic-driver. The catalog should make numerous and prominent references to the company’s Web site and/or retail locations, LaPierre advised. “Hit them over the head with it,” he said.

* Publicize that you’re environmentally conscious. “If you’re a ‘green’ catalog, make this known to your customers in your book,” LaPierre said.