Why Catalogs Aren't a Bunch of Ads Stapled Together

PATIENT: "Doc, our new owners want to change the catalog so it's more like a series of ads — aspirational, exciting, clean, with attention-grabbing headlines on each spread. They figure ads work to drive sales to their brick-and-mortar stores, so that proven formula will work for the catalog too."

CATALOG DOCTOR: "It's the same old story. They're new to catalogs so "common sense" says their noncatalog experience must apply to catalogs too. Like others before them, they may have to lose a lot of money before they're willing to try proven catalog principles."