Catalog Doctor: Break Out of the Catalog Mold
Good places to start that are also enjoyable reading: Homer's "Iliad," Caesar's "Civil War," any Shakespeare (the No Fear Shakespeare series offers handy side-by-side translations), Gibbon's "Decline and Fall of the Roman Empire" (you needn't read the whole thing — just tackle a few chunks), Anthony Trollope (try "The Way We Live Now" for a startling parallel to Bernard Madoff) and Tolstoy's "War and Peace."
Susan J. McIntyre is Founder and Chief Strategist of McIntyre Direct, a catalog agency and consultancy in Portland, Oregon offering complete creative, strategic, circulation and production services since 1991. Susan's broad experience with cataloging in multi-channel environments, plus her common-sense, bottom-line approach, have won clients from Vermont Country Store to Nautilus to C.C. Filson. A three-time ECHO award winner, McIntyre has addressed marketers in Europe, Australia and New Zealand, has written and been quoted in publications worldwide, and is a regular columnist for Retail Online Integration magazine and ACMA. She can be reached at 503-286-1400 or susan@mcintyredirect.com.
