Catalog Creative Breakthroughs (1,612 words)

1. Great Covers

There are catalogs that consistently come up with brilliant covers. The reason that covers (both front and back) are so important is they are the first things that buyers or prospects see. We have seen front covers make a 30-percent to 40-percent difference in revenue per catalog mailed. The "big guys" know that prospect covers need to work harder. Many larger catalogers have separate prospect books in which the merchandise is specifically tailored, and covers, the opening spread and offers are oriented to: