How the cataloger uses creative print and production strategies to stay connected to customers.

By Reported Donna Loyle

Value of Partnerships

While Burke and his team design the pages and write the copy, accurate color reproduction is left to the company’s strategic partners: Quad/Graphics for pre-media services, and R.R. Donnelley for printing.

“Part of this process is having Quad do product photography for us,” says Burke. “This way, they have the products right there, so they see what colors they need to match. Also, we expect our vendors to make accurate judgement calls on the right tones for product colors, and how to best represent those tones on the paper we use and in relation to other products pictured in the same pages.”