IN SUMMERTIME, two activities that come to mind when the weather grows warm are taking a dip in the pool and heading out to the golf course. A surprising product found in seven (count ‘em!) catalogs this season that pairs these diverse pastimes is Aqua Golf. Aqua Golf consists of an artificial turf and foam island, a chipping mat, 12 velcro-covered, floatable plastic golf balls and a pin. Using their own clubs, golfers aim their shots to land Velcro wiffle balls onto the floating green. This game simulates the thrill of the challenging over-the-water shot on the golf course. These Catalogs
Rachel Mclaughlin
Cataloging is not a beauty contest. Catalogers are in business to make money, so it’s not always the prettiest catalog that gets the best response or sells the most merchandise. While an aesthetically pleasing catalog works for apparel and home furnishing offerings, for some types of merchandise, a less pretty, more product-dense approach works better. The Damark catalog, featuring electronics and computers, is one such example. Damark focuses on product and price. It uses inexpensive paper instead of thick coated paper. It includes simple product shots instead of fancy spreads. It utilizes short, benefit-driven copy instead of long-winded, story copy. And it works:
