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.
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.
