“Is this Cutting Edge creative?”
Multichannel Merchant, 3/09

“The Zen of Pagination”
Multichannel Merchant, 12/08

“Covering your Rear: How to create an effective back cover”
Multichannel Merchant, 7/08

“Paginating with Punch”
Multichannel Merchant, 10/07

“Creative Scheduling”
Multichannel Merchant, 5/06

“The 10 Biggest Mistakes in Merchandising”
Catalog Success, 9/06

“Merchandising’s Role in the Creative Process”
DM NEWS, 3/14/06

"Gotcha Covered”
Multichannel Merchant, 5/15/05

“Taking Customer’s for Granted?”
DM NEWS, 3/7/05

“Creating At-a-Glance Comprehension” DM NEWS, 11/18/04

“Creating Compelling Covers”
Catalog Success, 3/1/04

“10 Steps to Improved BTB Branding”
DM NEWS, 6/19/03

EXCERPTS

“Paginating with Punch”
Multichannel Merchant, 10/07

Repaginating a catalog for remail can increase performance. But keep in mind that your best customers may recognize a pure “remail” (with only a cover change) and discard the book if they see a lot the same product.

"The more seasonal the catalog, the more reason to move pages around and get the current season up in front."

“Creative Scheduling”
Multichannel Merchant, 5/06

Do you find that your catalog production team rarely meets deadlines? Is their work incomplete much of the time? Are you convinced that there's no way you can get people to abide by a schedule, much less tighten their timelines?

"I am here to tell you that yes, you can. You can create a schedule…one that works. One that people follow. One that holds people accountable."


“Merchandising's Role in the Creative Process”
DM NEWS, 3/14/06

Most multi-channel companies consider merchandising the most important ingredient to business success. Yet their role in creative is often ill defined, frequently leading to too much influence, or sometimes not enough.

"Did you ever wonder if your merchandising department was making the best contribution to catalog creative development possible?"


“Gotcha Covered”
Multichannel Merchant, 5/15/05

If you haven't done it lately, it's time to take a hard look at your catalog covers. This single most important page in a catalog should not be taken lightly.

"The difference between effective and boring is the difference between getting opened and being tossed."


“Creating Compelling Covers”
Catalog Success, 3/1/04

What's the best way to boost your catalog's response rate? Create a more effective catalog cover. Indeed, it may be your best chance to improve performance.

"An effective cover can mean the difference between your catalog being tossed or getting read."