Re-examining the Industry’s Conferences and How to Cover Them

* Circulation. If you think you know all there is to know about catalog circulation, think again. Postal rate increases, maturation of the co-op database “industry,” the proliferation of online ordering, and other key factors are forcing you to re-learn circulation and revamp your strategies.

* Creative. There’s also plenty new to learn in creative. Take how you pose your models, as a rather off-the-beaten-path example. Many catalogers aren’t going for the quick sell in print books anymore. You want your customers to jump over to the Web, find all your inventory and buy more. This means that your models just might need to strike slightly different poses with that in mind.