The Catalog Doctor Marketing Remedies for Multichannel Pro
Option #2: If your design studio or agency has the right kind of printer, and if it can calibrate to SWOP, it can provide you with both loose proofs and composed page proofs. (It should also work with your print vendor on calibrating.)
Option #3: Install your own SWOP-calibrated printer.
Option #4: Send all your images to a color house, which already has high-end, calibrated equipment.
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.
