Separating Yourself From the Competition

“We try to put things on calendars that aren’t super salesy, like pictures of kids,” says Sullivan.

To keep the mailing and production costs down, the 9˝ x 11˝ book is limited to 56 pages. The result is a vying for space between merchandise and calendars, says the Black Dog’s catalog designer, Carol Kolodny of Kolodny & Rentschler on the Vineyard. She says it works to her advantage because she tries to make the book an adventure.