Avoid the Time Crunch

Regarding the true-life example that began this section on creative: To get an Oct. 1 in-home date, this merchant’s 24-page catalog with two extra front/back covers (28 pages total) adds up to this:

* planning — one to two months;

* design, copy, photo — one to one-and-a-half days per page, x 28 pages = six to nine weeks; and