Catalog Cover Controversies, Part 1
What's inside: Dover lets techies know that they can access over 450 math and science books, including new and back-in-print. There's also a sale on many books, plus free shipping. Page numbers for where to find the books featured on the cover would have made this an even stronger cover.
Great design alone won't entice enough readers to open your catalog and deliver maximum response and profits. For most brands, more readers will look inside when cover copy spells out one or more specific benefits.
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 firstname.lastname@example.org.