The Catalog Doctor Marketing Remedies for Multichannel Pro
Why Is My Catalog Dull and Gray?
Problem: All the photos looked clean and bright on the photo studio's monitors, but my catalog printed dull and gray. What went wrong? Can I fix it next time?
The Doctor's Remedy: Yes, you can fix it. And even though the digital photo workstream involves very complex technology, you don't need to become a digital photo tech to improve your catalog's color. Here are some key facts and tips to get you started:
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.
