Catalog vs. Solo Package
June 1, 2004

Should you try both formats? In the annals of great direct marketing companies, fortunes have been made selling with both catalogs and solo packages. Both formats have their place in direct marketing and each serves a specific purpose. Unfortunately, many companies (especially startups) misunderstand the criteria for these formats and make critical strategic mistakes when using them. Likewise, seasoned direct marketers may forget the benefits of one or the other format, ignoring potential profits. Let’s explore both formats and why each of them should be considered in your marketing programs. What Makes a Catalog? A common mistake among start-ups is the belief that the company has

Divine Inspiration
June 1, 2002

It’s a rare catalog that is so deeply personal as Sacred Silks, the creation of Angela Joy Coppola. Her product: reproductions on silk