Catalog Creative Breakthroughs (1,612 words)

Another copy breakthrough in catalogs is the more aggressive use of "sidebar" or editorial information (see "Taking On Content," p. 34) whether to present a recipe as in the Williams-Sonoma catalog or to tell the history of Jeep in its licensed catalog. Including background or editorial information is becoming more common to help the catalog build authority for its products. The concept of a "magalog" (half magazine/half catalog) is being tested by some forward-thinking mailers.