Who Should Create Your Catalog? (1,113 words)

by Jack Schmid

One of the classic questions that catalog creative managers face is how to manage their creative dollars and resources most effectively and productively.

Small and medium-sized catalogs tend to outsource much of their creative effort and concentrate on the merchandising and marketing aspects of their business. Larger catalog companies typically develop their creative team inside because they know that they will produce six or eight or 10 books during the year and it's more productive and less expensive to own their staff and facilities. Even large catalogers, however, find occasions when they outsource certain projects or tasks to creative agencies or free-lancers.