Catalog Cover Controversies, Part 2
In part one of this series last month, I examined controversies about having a company tagline as well as whether to have extra copy on your catalog cover. Today I'll look at three other cover issues that get lots of debate. They all revolve around the following question: What type of cover is most likely get the catalog opened and deliver high response?
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.