Reduce Your Photography Costs

Most catalogers hesitate to use manufacturers’ art for covers. Manufacturers’ art literally is zero-cost — a very powerful draw for any cataloger. Following are some examples of what’s working with manufacturers’ art in current catalogs.

1. A large home products cataloger uses every bit of manufacturers’ art it can. At a large merchandising meeting, the catalog’s designers examine each of the manufacturers’ shots to see which sell the products strongly enough. The catalog ended up with about 25 percent of the manufacturers’ pickup art this year, and the catalog looked good.