The Catalog Doctor Marketing Remedies for Multichannel Pro
Back in film days, this sharpening — which doesn't actually sharpen an image, but rather makes it seem sharper by enhancing contrast along transition edges — was applied by a skilled drum-scanner operator. And most catalogers never knew it was happening. But today, since digital camera backs don't automatically apply this sharpening in most cases, the result is that digital captures often look "soft" or "unfocused."
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.
