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Direct From Muldoon
Muldoon & Baer Inc. president Katie Muldoon shares her knowledge of the catalog business in her long-running column Direct From Muldoon. She is a former adjunct assistant professor at the NYU Center for Direct Marketing, and is the author of "The Catalog Strategist's Toolkit."
Communications That Count
Dec 1, 2006 12:00 PM, KATIE MULDOON THE WAY A CATALOG REACTS TO CUSTOMERS CAN AFFECT ITS whole business. That said, it's a wonder more catalogers don't dedicate far more money to stellar communications. ...
Becoming a Content Provider
Nov 1, 2006 12:00 PM, KATIE MULDOON We're content providers, Richard D. Beckman, president of Cond Nast Media Group, told The New York Times in August. Mr. Beckman essentially was saying ...
Be Blogged or Be Gone
Sep 1, 2006 12:00 PM, KATIE MULDOON Catalogers, have you blogged yourselves yet? A recent Non Sequitur comic strip pictured a supposedly typical pick-up scene at a bar, showing a women instantly ...
What's in a Name?
Aug 1, 2006 12:00 PM, KATIE MULDOON There's a most memorable scene from the movie Good Morning, Vietnam in which airman first class and disc jockey Adrian Cronauer (played by Robin Williams) ...
A Report From the Front
Jul 1, 2006 12:00 PM, KATIE MULDOON WHY WOULD A RESPECTED AUTHORITY RECOMMEND investing in two similar companies toughing it out in a seriously competitive field? Recently, thanks to my ...
Messy Brand Building
Jun 15, 2006 12:00 PM, KATIE MULDOON Back in the 1980s I was part of the team that built IBM's first catalog on the Web. Very few catalogers or retailers had Web sites then, so How do you ...
Catalog in a Big Box
May 1, 2006 12:00 PM, KATIE MULDOON A WHILE BACK MY SISTER ASKED ME FOR AN ANNIVERSARY gift idea while we were shopping at a mall. At first I couldn't think of anything my husband and I ...
Springboard Advertising
Apr 1, 2006 12:00 PM, KATIE MULDOON In a recent class I attended on international advertising, the professor questioned why anyone would spend an average of $2.5 million (or $83,333 a second) ...
Crowd Control
Mar 1, 2006 12:00 PM, KATIE MULDOON WE DIRECT MARKETERS HAVE LONG BEEN CONCERNED about the ever-increasing crowd of offers competing for consumers' dollars. And not without reason. In mid-December ...
Are Print Catalogs Extinct?
Feb 1, 2006 12:00 PM, KATIE MULDOON THOSE OF US IN CATALOG LAND SEEM TO BE IN A TIME WARP that causes us to think that print catalogs can look and work just like they always have. But we ...
Mind Your Creative
Jan 1, 2006 12:00 PM, KATIE MULDOON MOST CATALOGERS HAVE A FORMULA FOR DESIGNING A catalog that's essentially set in stone and quickly achieved via template management, an electronic approach ...
No-Pinch Belt Tightening
Dec 1, 2005 12:00 PM, KATIE MULDOON Have you heard the rumor that the Grand Canyon was created by a Scotsman who lost a coin? With a bit of Scots-Irish blood, I can vouch for the Scots inclination ...
News Item: USPS Buys FedEx
Oct 15, 2005 12:00 PM, KATIE MULDOON MAKING ANOTHER MOVE IN ITS BID TO BECOME ONE OF the nation's largest and most profitable companies, the U.S. Postal Service acquired the $29 billion company ...
Is Brand Marketing Dead?
Oct 1, 2005 12:00 PM, KATIE MULDOON GROCERY STORES PROBABLY WERE THE FIRST TO SEE IT. Why buy that expensive, well-known brand of spaghetti sauce when you can get the store brand for less? ...
Catalogs the Ultimate Influencers
Aug 1, 2005 12:00 PM, KATIE MULDOON Not too long ago I was whipping through a Maureen Dowd column in The New York Times, expecting more hilarious commentary on the current state of affairs, ...
Merchandise Metamorphosis
Jul 1, 2005 12:00 PM, KATIE MULDOON SOMETIMES IT SEEMS AS IF TODAY'S MAIN CATALOG GROWTH strategy is, We'll just give them a lot more stuff to buy and watch the sales pour in. Would that ...
Funky Catalog Formats That Work: Katie Muldoon
Mar 1, 2004 12:00 PM, KATIE MULDOON Catalogs with attention-getting formats have been reaching my mailbox with increasing frequency. Everything from teeny books to giant ones, multi-stepped ...
How to Lose a Decades-Old Customer
Feb 1, 2004 12:00 PM, KATIE MULDOON It was such a nice gesture. Time magazine offered to send a friend a free year's subscription with my renewal sub. As I had grown up reading Time, I had ...
Wanted: More Catalogs
Jan 1, 2004 12:00 PM, KATIE MULDOON Didn't think it was possible, did you, that some people out there could actually want to see more catalogs in their mailboxes? Sure, they're already loaded ...
Beyond Offers and Savings Emotion
Dec 1, 2003 12:00 PM, KATIE MULDOON Seriously competitive tactics, generally in the form of offers, virtually tumbled from the pages of the fall/holiday catalog assortment. But did the featured ...
Big Books Who Needs 'Em?
Nov 1, 2003 12:00 PM, KATIE MULDOON Jumbo catalogs not unlike telephone books are best used for (rank the following): Doorstops. Children's seat cushions. A substitute for exercise equipment. ...
Say Goodbye to Vertical Integration
Oct 15, 2003 12:00 PM, KATIE MULDOON The word on the street is that vertical integration is out. That probably means all those plans you had for growing your catalog business by throwing ... |
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