Catalogers of the Year

It’s that museum connection that Eichinger credits for the success of her catalog. And she credits Museum Tour’s usual 4.4 percent response rate to both the credibility that comes with being associated with institutions of learning and the higher level of merchandising it has allowed her to pursue.

“I’ve seen other catalogers who merchandise according to the mass market, what’s going to be the very biggest seller. We don’t use that method. We merchandise by asking people what will educate them the best,” says Eichinger.