Athleta

GOLD INK AWARDS The 21st annual Gold Ink Awards continued to call attention to the print industry’s finest projects. This year, North American Publishing Co. (parent company of the Gold Ink Awards and Catalog Success and Book Business magazines, the latter of which presented the awards) received nearly 1,500 entries. A team of judges with backgrounds from across the print industry pored over the submissions, awarding Gold, Silver, Bronze and Pewter honors in a total of 46 different categories. In all, 488 entries were selected for awards. Here’s a look at the gold and silver winners in the business and consumer catalog divisions.

Just like in real estate, location is a key factor in deciding which lists to rent for prospect mailings. That’s why looking on a datacard for the “source” that a list’s names came from is critical. If you’re selling through the mail, you want other lists of prospects who have purchased through the mail.

We’re in a behaviorally based business. List prospects who may look like a fit sometimes are not. Let’s go back to the Athleta list from last week (see http://www.catalogsuccess.com/story/story.bsp?sid=52662&var=story ). That list’s source is “100 percent direct mail sold.” Not Internet sold, and not compiled from the phone book.