It’s Not Easy Being Big

The result? A catalog that’s had management consistency in its earlier days begins seeing major management inconsistency as it becomes big. For a cataloger, that’s a bad scenario.

Successful cataloging depends on multi-year selling to the same people. Frequent upheavals within the ranks of hands-on managers can undercut a catalog’s brand consistency, because each new manager re-creates the book to match his or her own ideas.