2007 Article Index

Below is a comprehensive list of all the articles published in Catalog Success magazine in 2007. If you would like to view stories by issue date, click here. You can also use the Article Archive to search by keyword or topic.

CATALOGER PROFILES

Cover Stories

Chinaberry:
“Reinventing the Wheel” by Paul Miller, January

After 5/Surf to Summit:
“Kayaking and Cocktails” by Paul Miller, February

Patagonia:
“Shiny Happy People” by Matt Griffin, May

Garnet Hill:
“A Natural Issue” by Carolyn Heinze, June

Fair Indigo:
“Playing Fair” by Paul Miller, August

The Nailco Group:
“More Than Skin Deep” by Carolyn Heinze, September

Edwin Watts Golf:
“Going for the Green” by Joe Keenan, October

Profiles of Success

Fred Glaser president,
James’ and Fralinger’s Salt Water Taffy, January

Dennis Garvey, COO,
U.S. Cavalry, February

Arnold Zaslow, executive VP,
ATD-American Co., March

A.G. & Goldie Russell,
A.G. Russell Knives, April

Liz Plotnick-Snay, COO
Gooseberry Patch, May

David Lorsch, founder/president/CEO,
DBL Distributing, June

Howard Flax, CEO,
FLAX art & design, July

Kassie Rempel, owner/founder,
SimplySoles, August

Rob Johnston Jr., founder/chairman,
Johnny’s Selected Seeds, September

Bill Boatman, owner/founder,
Bill Boatman & Co., October

Sue & Robert Prenner,
Ben Silver catalog, November

Catalog Case Studies

Organize.com:
“Site Search Solution Spikes Sales by 60 Percent,” by Matt Griffin, February

Pottery Barn:
“Natural Search Program Boosts Pottery Barn’s Online Traffic, Visibility and Revenue,” by Gail Kalinoski, June

Strasburg Children:
“Photography Changes Yield Picture-perfect Results,” by Gail Kalinoski, August

Doctors Foster & Smith:
“Television Campaign Helps Doctors Foster & Smith Become Top Dog,” by Joe Keenan, November

Cataloger Spotlight

The Swiss Colony:
“Content Beats Promotion for Swiss Colony’s E-mail Campaigns,” by Matt Griffin, January

Lillian Vernon:
“Slumping Staple Figures Out How to Grow Again,” by Matt Griffin, April

Professional Uniforms:
“Leaving Your Housefile Behind: Good or Bad?”by James J. Maioho, May

My Twinn:
“How My Twinn Uses Tiered Pricing to Encourage Early Holiday Doll Shoppers,” by Gail Kalinoski, July

AOS:
“Limited by Medicare Laws, AOS Finds Alternative Means for Prospecting,” by Gail Kalinoski, September

National Bankers Supply:
“Direct Channels Have National Bankers Supply Counting Its Money,” by Joe Keenan, October

INDUSTRY RESEARCH

Special Sections

“The Catalog Success 200,” March

“The 1st Catalog Success Latest Trends Report,” October

“The 50 Best Tips of 2007,” November

FEATURES AND COLUMNS

Business-to-Business Cataloging

“Upgrade Your B-to-B Marketing Strategy,” by Matt Griffin, January

“Cast a Powerful Net: Brand differentiation attracts better customers—and employees” by George Hague, March

“Dig Deeper for Better Names” by George Hague, May

“Catalog Nip & Tuck” by George Hague, June

“Four Ways to Coordinate Marketing and Outbound Sales” by George Hague, August

“B-to-G: Key Statistics B-to-B Catalogers Ought to Know” by Mark Amtower, October

“Are SOHOs Bringing You Down?” by George Hague, October

“Making a Plan: How to Develop Three-year Projections” by George Hague, December

Circulation

“Circulation Planning” by Stephen R. Lett, May

“RFM Turned Upside Down” by John Lenser, June

“More Web, More Print or Both?” by Joe Keenan, December

Contact Center Management

“Technology’s Back-end Effect” by Al Bessin, October

Copywriting

“Make Your Site Search-friendly” by Carol

Worthington-Levy, February

“Long or Short Coyp? What’s Right for You?” by Carol Worthington-Levy, May

“Perform Brain Surgery” by Carol Worthington-Levy, August

“Speak Personally…” by Carol Worthington-Levy, November

Creative

“A Pep Up Prescription: Eight recommendations to rejuvenate tired creative” by Susan J. McIntyre, August

Customer Acquisition and Retention

“Don’t Worry, Be...” by Joanna Brandi, May

Database Marketing & Management

“Maintaining a Relational vs. Flat File Marketing Database” by Stephen R. Lett, March

“Mining For Gold” by Carolyn Heinze, May

“State of the Co-ops ’07” by Carolyn Heinze, July

“You’ve Got Homework” by Jim Coogan, September

E-commerce

“All You Should Know About Click Fraud” by Alan Rimm-Kaufman, April

“Multichannel Planning: A Complex Endeavor” by Alan Rimm-Kaufman, May

“Speed Up Your Site to Sell More” by Alan Rimm-Kaufman, June

“Web 2.0: What it Means to You” by John Deneen, July

“The Right E-tools for the Job” by Joe Dysart, July

“Blogging 101 for Catalogers” by Alan Rimm-Kaufman, September

“Maximize Your Web Tools” by Larry Kavanagh, October

“Become a Virtual Spy” by Alan Rimm-Kaufman, December

E-mail Marketing

“The Time is Right for E-mail Prospecting” by Reggie Brady, March

“Effective E-mails That Sell” by Reggie Brady, July

“Avoid the Delete Key” by Reggie Brady, October

“Look Out!: Why Outlook 2007 is a giant step back for e-mail marketing” by Joe Dysart, November

Fulfillment and Catalog Operations

“The New Back End” by Nicholas C. Isasi, April

“React When It’s Sent Back” by Carolyn Heinze, April

“Next Stop: The World” by Carolyn Heinze, August

Insert Media

“A Miniature Resurgence” by Donna Loyle, February

“Proper Positioning” by Shari Altman, September

Inventory Management

“An Integrated, Disciplined Approach” by George Mollo, February

“Stay on Top of the Metrics” by George Mollo, July

“Employ a Detailed Approach for Merchandise Analysis” by George Mollo, October

International

“Next Stop: The World” by Carolyn Heinze, August

Legal Affairs

“Catalogers’ Legal Challenges” by George S. Isaacson, October

Lists

“Maximizing Outside List Performance” by Stephen R. Lett, February

“Teach an Old Trade new (and Not so New) Tricks” by Shari Altman and Mark Lee, August

“Prospecting to Selected ‘Pockets’” by Stephen R. Lett, August

“Turn One-time Buyers into Multis” by Stephen R. Lett, November

“You Still Don’t Rent Out Your List?” by Stephen R. Lett, December

Management Issues

“The Art and Science of Catalog Management”

by Shari Altman and Sue Bates, March

“You’re Hired!” by Jerry Bernhart, March

“Plan Ahead” by Liz Kislik, May

“Intense, Competitor Analysis” by Susan McIntyre, May

Marketing and Prospecting

“Catalog Marketing Action Plans 2007” by Matt Griffin, February

“Should You Remail the Same Prospect Names Within a Season?” by Stephen R. Lett, April

“Anatomy of a Marketing Test” by Stephen R. Lett, June

“Spend to Grow” by Stephen R. Lett, September

“Strike Up B-to-B Activity in the Consumer World” by Susan J. McIntyre, October

“More Web, More Print or Both?” by Joe Keenan, December

Merchandising

“Don’t Be Boring” by Andrea Syverson, January

“What Sells Where?” by Shari Altman and Susan Bates, October

“Draw Up Your Brand’s Road Map” by Andrea Syverson, November

Multichannel Marketing

“Refine Your Multichannel Message” by Carol Worthington-Levy, April

“Putting it All Together” by Gail Kalinoski, May

“The Importance of Source Code Tracking and Matchbacks” by Stephen R. Lett, July

Paper

“Should You Purchase Your Own Paper?” by Stephen R. Lett, January

“Recycled Knowledge” by James Maioho, March

Postal Issues

“Spare Your Bottom Line: Convert your catalog to letter-size” by Gene Del Polito, January

“Biggest Rate Case Threat? Regulatory Changes” by Gene Del Polito, April

“Analyze Digests and Slim Jims” by Susan J. McIntyre, July

“Cost-cutting Tips You Can Take to the Bank” by Stephen R. Lett & Sandy Wolstencroft, September

“How You Can Help Avert Another Rate Hike Disaster” by Gene Del Polito, September

“Why Accurate Addressing Matters More Than Ever” by Gene Del Polito, November

Printing and Production

“Printer Talk” by Gail Kalinoski, June

“Sorting Out a Complex Process” by Bill Licata, July

“Fold it Up?” by Stephen R. Lett, October

Privacy and Data Security

“Co-op Databases and Consumer Privacy” by Pat Kachura, March

“All You Need to Know About E-mail Authentication” by Pat Kachura, September

“Make a Rewewed Commitment to Consumer Choice” by Pat Kachura, December

Search Engine Marketing and Optimization

“Winning at Paid Search ’07” by Alan Rimm-Kaufman, January

“SEO Testing: How to Go All Out” by Stephan Spencer, April

“SEO in the World of Web 2.0” by Stephan Spencer, July

“The (Free) Benefits of Google’s Webmaster Central” by Alan Rimm-Kaufman, July

“What Every Multichannel Merchant Should Know About Paid Search Performance Audits” by Alan Rimm-Kaufman, October

Telemarketing

“Upselling, the Multichannel Way” by Liz Kislik, April

Valuations & Acquisitions

“What Acquisition Due Diligence Reviews Can Teach You” by Larry West, February

“Why Deal Due Diligence is Worth a Try” by Larry West, May

“Ask the right Questions to Get Your Metrics Positioned” By Larry West, November