The Catalog Doctor Marketing Remedies for Multichannel Pro
Problem: I don't know what's on the market for outputting color-accurate SWOP proofs. What are my options?
The Doctor's Remedy:
Option #1: If your photo studio has the right kind of printer, and if it can calibrate to SWOP, it can provide you with loose (or "scatter") proofs. Work on calibrating with your print vendor, which is difficult and time consuming.
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.
