Editor’s Take: ‘Oh, Like Buying Online? Sure!’

Throughout my years covering this business, I’ve often had to elaborate to friends or family members on just what market I cover — or for that matter, what I do for a living. I’d try to explain and it would take them a little while to understand both what the catalog market is and what I do.

“Catalog what? What’s yer catalog?”
“No, no. I’m with a magazine that follows the catalog business. Y’know, L.L. Bean or Lands’ End. Or, surely you’ve heard of the old Sears Wish Book?”
“Ohhhh! You work for Sears. Nice! Are you in the appliance department?”
“Ughhh …”