Editor’s Take: New Look, Great New Stuff

As we roll through the mid-2000s, one could easily transform the saying, “what’s old is new again,” to “what’s new is old already.” Rapidly evolving technology is changing American business faster than ever, and it’s swiftly altering the catalog/multichannel retail business. On our end, we’ve embraced change in this issue, our first full-fledged redesign in five years.

Along with our new, eye-pleasing look, you’ll see some new columns and departments, such as Association for Postal Commerce President Gene Del Polito writing the new Understanding Postal column and catalog acquisitions expert Larry West heading the new Acquisitions & Valuations column. Watch for additional expert columnists and other new content in future issues. Gene’s and Larry’s columns will rotate every few issues with other forthcoming columns on such subjects as copywriting, e-mail marketing, privacy and merchandising.

These are all indicative of our prominent cover tagline: “Your partner in multichannel commerce.” In a recent readership survey, you told us you like this magazine for its emphasis on assisting you in your daily travails. Our how-to and how-they-do-it approach gives catalogers and multichannel merchants valuable learning tools, and we’re going to emphasize this even more going forward.

In a recent meeting I attended, it was mentioned to me that the role of B-to-B magazine editors has changed, and that we’ve all become direct marketers just like you — well, not exactly like you, but close.

In today’s world, anybody can access just about any information (online, at least), any time. Our mantra at Catalog Success has never been to bring you news; it’s to be like your consultant in print. And what we publish has to grab your attention, and be relevant to you.

Profiles to Learn From

All of what’s inside this month’s big issue will do just that. We looked long and hard for the type of successful catalog/multichannel business that most of our readers could learn from, and chose AmeriMark Direct for the cover profile. Also, we’re unveiling a second, smaller profile department called Spotlight that zeroes in on specific elements of catalogers’ businesses.

Our improved print product will be further enhanced by our Web site (CatalogSuccess.com), which also has been redesigned and will offer more informative features down the road, such as live audio and video clips of interviews. (In that same meeting, it was also said that we print journalists must all become broadcast journalists.) We’ll also be launching a webinar program soon that’ll offer up the most practical information to be found in free, online catalog seminars.

As your business evolves, we’ll continue to be there for you, providing the kind of usable information you need from your business magazine and never the same “old” stuff you can Google 24/7.

Paul Miller, Editor in Chief

(914) 669-8391, pmiller@napco.com