Catalog Doctor: Rules to Live By
PATIENT: "Doc, you've been around the block a few times in the catalog business. In all that time, have you come up with any overarching guidelines that can help me out in my business?"
CATALOG DOCTOR: "Hmmm ... I realize there are guidelines that I use so much they've become a subconscious part of my thinking. Here are 11. I hope they're as helpful to you as they've been to me over the years."
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.
