Q: "Our catalogs tend to be crammed with photos 
and descriptions. How do I demonstrate to upper 
management the value of design elements, white space and larger photos per spread?"
 — Angela Sanchez,
 creative director, NLC Products
Angela Sanchez
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.
Lois Brayfield is CEO at J.Schmid and Associates, a direct-marketing agency specializing in catalog design. She knows what works and has the experience to prove it— 30 years of studying direct marketing and catalog results. She applies this wealth of data to every project and has helped develop an integrated process that ensures campaign effectiveness. She knows the rules, and she knows when to ignore them.
"We have have many catalog customers located in the Newtown, Connecticut area. We posted some condolences on Facebook, but what are some best practices about marketing to people in this area going forward? Should we hold off on sending catalogs there for a while? Is a direct mailing appropriate?"Â
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