Wanted: Fresh Names

Some catalog companies have taken more dramatic steps than participating in a package insert program or testing a new list select. The following companies found that getting their catalog names into the public eye can generate an awareness of their company that translates into more prospects.

• Roman Research, a catalog that offers jewelry made for the 15 percent of the population who are allergic to nickel, collaborates with the American Academy of Dermatology to help educate the public on allergic reactions and prevention methods. By working closely with doctors on panels, articles and projects, the catalog company becomes an authority that consumers turn to for both information and products.