The Catalog Doctor Marketing Remedies for Multichannel Pro
Does that mean you can skip using a color house anymore? That your photo studio's color-corrected images can go directly to press? Maybe, but not likely.
Back when catalogers shot film and always used a color house, color correction was done by highly skilled folks with years of experience. Good color correction was — and still is — a complex, detailed operation requiring a combination of high technical skills and artistry. Even though your studio's color correction may look great on its studio monitor, unless your photo studio has an old-line color house operator on staff, you're unlikely to get the level of skill and finesse you need for great, printable color.
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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.