Catalogers Adapt Their Print Editions to Online Success

“Both the look and feel of our print catalog are closer to the Web site than they’ve been in the past,” says Martin McClanan, president of San Francisco-based art supplies and gifts cataloger Flax Art & Design. “We have more of the same kinds of graphic treatments, color sections and titling. If, for instance, you’re talking about barbecue tools for the summer on your Web site, you talk about it in your catalog, too. It’s just good integrated branding and cross-channel marketing. If you organize it on Web functionality, you do it that way in the catalog; if you organize it as lifestyle, focused on casual themes, you create that same style in both channels.”