Miriam O. Frawley

When I picked up this catalog, I was immediately impressed by the clean and consistent design. It has structure without seeming stuffy, and features tons of information that’s easy to read and understand. Oh, and did I mention the gorgeous, rich products? Yes, this is a good catalog — handsome and well put together. It’s instructional without being cold. It’s full of information and products, without real clutter. I concluded rather quickly that this fine catalog could be used in design schools as an example of a hard-working catalog that doesn’t lose its beauty. Positives, Improvements Of course, there’s always room for improvement. Starting with the cover:

Below, our annual index of all stories that appeared in Catalog Success throughout 2006, including this issue. (For easy reference, use the print screen.) Cataloger Profiles Cover Stories United Receptacle: “B-to-B Goes ‘Plug and Play’” by Alicia Orr Suman, January Reiman Publications: “The Synergistic Approach” by Alicia Orr Suman, February Boston Proper: “Billion-Dollar Opportunity” by Donna Loyle, May Spiegel Brands: “How Spiegel Recovered” by Paul Miller, June Smarthome Direct: “Growth the Smart Way” by Matt Griffin, July J&L Industrial Supply: “Shaped Up, Shipped Out” by Paul Miller, August Northern Safety Co.: “Safely Ahead of the Game” by Matt Griffin, September AmeriMark Direct: “Steady

Catalogs are such wonderfully visual experiences that copy, a critical component, often is overlooked. But the truth is that copy can make a star out of a mediocre image, or it can make good merchandise sound boring. Many catalogers spend thousands of dollars looking for just the right designer, the perfect photographer and an inspiring shoot location, but then fail to consider the importance of the written word. Indeed, visuals today often are placed at a higher level than copy. Yet to truly affect customers and boost sales, catalog copy should work even harder than its accompanying visuals. In general, good catalog

This month we bring you our first-ever Catalog Success Buyers’ Resource Guide. We trust that you’ll use this volume year-round to find new product and service pro-viders, including consultants, creative agencies, list managers and brokers, contact center solutions, payment processors, database marketing solutions, e-mail marketing and e-commerce providers, and much, much more. As if a Buyers’ Resource Guide weren’t enough meaty editorial for one month, we’ve also included two must-read features we think you’ll find particularly helpful at this time of year. Curt Barry’s article on reverse logistics may help you devise a streamlined and efficient workflow process for those inevitable

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