The Catalog Doctor Marketing Remedies for Multichannel Pro
But even if it all looks great in the studio, studio color-calibrated images often won't look good on a printing press. Web offset printing presses have a set of calibration standards called standard web offset process (SWOP). The missing element in most photo studios is that they haven't properly included a SWOP standard in their calibration chain.
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.
