The Team Approach

For catalogers, these initiatives often mean extra revenues. And for advertisers, they’re a way of targeting a specific demographic, while the cataloger picks up the postage costs.

To be sure, relationships between catalogers and advertisers must be delicately managed, and once formed, must be extended to a third party, as well—namely, your catalog’s printer. Much like the relationships that blossom between magazine publisher, printer and advertiser, this triad must form a seamless network of communication, as well. All parties must be apprised and in agreement about the project’s objectives. And everyone must be intimately aware of creative, production and manufacturing deadlines. Moreover, each must have a comprehensive understanding of the production process, specifically, its costs, strengths and limitations.