Tofu or Steak? Critic Picks Apart Several Catalogs

* Don’t allow theme to take over your book at the expense of response. LaPierre finds there’s a disconnect today between what catalogs provide and what customers want (and look for). One example of this was a catalog company that featured a hat on its front cover. LaPierre opened the catalog up expecting to find the hat prominently featured, and it wasn’t included anywhere in the book.