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The Antithesis of the 'Social Media' Catalog

November 21, 2012
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Have you noticed this too? Since Nov. 1, I have seen 42 articles in the various publications, newsletters and blogs to which I subscribe on how to use social media to grow my business. I have not seen a single article on traditional cataloging. I know that for many of you who are catalog practitioners, this over-saturation of the media with stories on the potential success of social media, and its close cousin, mobile marketing, causes problems. Your boss, or someone in upper management, or a board member, sends you an email asking why you are not doing...

 

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Every morning I sit on a stool at the kitchen counter with a mug of coffee and three newspapers—Inquirer, New York Times and Wall Street Journal—next to the small TV tuned to CNN, MSNBC and/or Fox. Recently, I found a Boden catalog from Great Britain lying forlornly on my kitchen counter. I saw it lying alone on the counter pathetically crying for attention like a starving kitten and I picked it up. The more I studied it, the sadder I became at its utter incompetence. I couldn't read it, because all the type was far too small and much of it printed in reverse type over busy, mottled backgrounds.
 
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