The Catalog Doctor Marketing Remedies for Multichannel Pro
Option #5: Have your press vendor generate your proofs.
In all cases, you'll need to review proofs, correct color, and then keep re-outputting proofs until all the colors are right. So who should correct the color?
Problem: "I learned Photoshop, so can't I correct color in the studio?"
The Doctor's Remedy: Photo studios have gone through a huge technological learning curve (and equipment investment) over the past decade. They've learned vast new skill sets, including color correction. And most studios nowadays are selling color correction as an added service.
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.
