Print Catalogs & Web Working Together (1,425 words)

Despite these minor blemishes, however, the Dell catalog succeeds in delivering its message that its computers will be welcome in any shopper's home. With a stylish look and convincing, benefit-oriented copy, Dell outclasses the computer direct-marketing competition.

barnesandnoble.com

As we turned the pages of this holiday edition, we felt as though we were wandering through a book warehouse: The grid design is like the aisles; the category heads like the signs suspended from the ceiling. But this catalog is for Barnes & Noble, the warm, friendly book retail giant. So we begin to look for a listing of the nearest B&N location, but are unable to find any mention that it has retail stores. In fact, the catalog seems to be a vehicle for getting readers onto its Web site, which is now going head-to-head with online-only bookseller Amazon.com. Whatever its purpose, B&N's new catalog breaks a lot of print and direct marketing rules.