Separating Yourself From the Competition

While using the uncoated paper is mandatory, it makes the calendar catalog that much more difficult to produce. Kolodny says the paper is hard to handle and has resulted in staying with one printer, Acme of Boston, who knows how to deal with it.

Viva La Difference

While breaking some of the rules works for the Black Dog, much of that has to do with the catalog’s distribution list. The book is sent only to the 250,000 people who request it, making it easy to center its attributes to please the customer.