What is the future of catalogs?

In 1998 I first heard that online was going to kill catalogs. Thirty years later they are still here, still relevant and gaining a younger audience. But as technology advances and retail evolves what will happen in 2025? I am thrilled that Kevin Hillstrom is also pondering this very thing and will be sharing his […]

It’s that changeup time of year

I’m not really much of a baseball gal (Go Sox!) but the changeup I’m talking about is the cover changeup. Every year all good catalogers will take the results from the previous year and see which covers did the best. There is always the winner that works every time. A hero shot of the best […]

Pull up! Pull up! Behold the slide to irrelevance

A friend and colleague, Kristen Stetson, asked me recently if I knew someone at The Company Store. I don’t, but when you are done reading this please pass it on if you do. The disconnect Kristen saw a headboard that she liked in The Company Store catalog. She was looking for a headboard so this […]

The benefit of Travel Pajamas

The 3 rules of advertising are benefit, benefit, benefit When you want to increase sales of a product, the most important thing to do is determine the benefit. What is the product going to do for the customer? Most product copy focuses on the attributes, product specifications, what it does, what it’s made of, where it […]

2018 Year in Review, aka Cats & Bacon

Every year, Catalog University co-founders Sarah Fletcher and Janie Downey sort through TONS of direct marketing pieces to pull out anything they find intriguing that we can all learn from. They call this talk “Cats & Bacon” because you just can’t look away – like when someone mentions Cats. Or Bacon. Yum. What are the […]

Finding Meaningful Sales Attribution

Pre-internet, everyone talked about being top of mind. Ads made you top of mind with the customer, and no one knew how to attribute it to ad spend. “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” John Wanamaker (1838-1922) Attribution is a mysterious thing. You have […]

Does Flow Matter for Catalog Pagination?

Over the last few years, we have been working with several internet pure play companies who are just getting into cataloging. One of the things I’ve noticed is they are very focused on the flow of the catalog. I think that coming from the internet they really value a narrative, because it’s really hard to […]

2017 Year in Review, aka “Cats & Bacon”

Every year, Catalog University co-founders, Sarah Fletcher and I (Janie Downey), sort through several TONS of direct marketing pieces we received in the mail to find the best and the worst to share with you. We call this talk “Cats & Bacon” because there’s always so much to like – just like Cats & Bacon. What […]