Maintaining the Gold Standard

National Geographic’s yellow rectangle is recognized worldwide for its authority and credibility as a source of exploration information.

Consequently, the pressure to feature similarly authentic catalog products runs high. But the catalog staff welcomes the challenge.

“You have to be willing to follow the process of approval for each item,” says Linda Berkeley, president of National Geographic Enterprises, of which the catalog is a subdivision. “You have to be willing to walk away from items that are inappropriate, even if you think they might make a lot of money.”