Catalog Doctor: Rules to Live By
9. Last-minute changes need triage. If a last-minute change won't affect sales but will jeopardize the print schedule — or rush the proofreader — skip it. Remember, a missing comma after the "and" or an extra space outside the period may drive you crazy, but consumers probably won't notice. Remember, last-minute changes mean rush proofing, which can lead to disastrous errors. If a page has already been approved, don't risk unintended errors being added or accidental revisions to a prior edition (it happens!).
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.
