Catalogs
The optimization of catalog
production in the United States:
Breaking away from tradition
Dr. John R. Craft
Carrie Bennett, Student Assistant
Thomas Reeves, Student Assistant
Appalachian State University
October 2004
This paper was made possible through a research grant provided by The Electronic
Document Systems Foundation (EDSF) to Appalachian State University.
EDSF provides this white paper at no charge, as a service to the documents communications
industry and to the public at large.
Copyright Notice
Copyright ©2004 by The Electronic Document Systems Foundation
All rights reserved. No part of this document may be reproduced in any form or by any means
without the permission of EDSF. When reproduced, EDSF requests that credit to the Foundation
be given. The credit line should read “Reprinted courtesy of EDSF.”
This report is based on sources considered reliable. However, EDSF cannot guarantee its
accuracy, completeness, or reliability due to errors in fact or judgment.
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TABLE OF CONTENTS
Introduction...............................................................................................................................5
Research Objective ...................................................................................................................6
Approach...................................................................................................................................6
Background ...............................................................................................................................8
Survey Results ..........................................................................................................................9
First Key Finding: Retailers will continue to have catalogs produced using conventional
printing processes. ...............................................................................................................10
Second Key Finding: Retailers will rely on high performing search engines to position Webbased catalogs for optimal customer access..........................................................................12
Third Key Finding: Printed and electronic catalogs will continue to coexist, as technologies
will make them more convenient to produce simultaneously................................................14
Fourth Key Finding: Access to electronic catalogs in the form of e-Books, PDA formats, and
Web browsers will increase in order for retailers to remain competitive. ............................16
Fifth Key Finding: Navigational features in the design of online Web-based catalogs will
become a key factor in attracting customers. .......................................................................18
Conclusion..............................................................................................................................20
References...............................................................................................................................22
Acknowledgments ..................................................................................................................23
About The Electronic Document Systems Foundation (EDSF) ............................................23
About Appalachian State University....................................................................................23
About the Research Team....................................................................................................24
Appendix A: EDSF Catalog Study Description.....................................................................25
Appendix B: Message Emailed to Study Participants ............................................................26
Appendix C: The Web-based Questionnaire ..........................................................................27
Appendix D: Help EDSF provide research grants to colleges and universities. ...................28
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TABLE OF FIGURES
Figure 1: Representation of Survey Participants .....................................................................7
Figure 2: Categories of catalogs produced by companies of survey participants.....................8
Figure 3: The Status of Page Counts for the Next Three Years ...............................................9
Figure 4: Preferred Printing Process for Catalog Production ................................................10
Figure 5: New Trends Shaping the Production of Catalogs ...................................................12
Figure 6: Percent of Catalogs Produced in Electronic Form..................................................14
Figure 7: Potential for future growth in the technology to produce electronic catalogs ........16
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Introduction
Results from this study indicate that confidence in the use of the World Wide Web to
maintain and provide electronic catalogs is increasing.
The same files that are used to produce the printed catalog can be simultaneously developed
into a Web-based version, making this version more and more viable. This is due to the
Hyper Text Markup Language (HTML) and eXtensible Markup Language (XML)
capabilities of page layout software that can be used to generate print-on-paper and Web
pages from the digital content. Innovations for the electronic processing of content using
technologies such as XML have lead to the optimal management, production and delivery of
catalogs. The technologies have also lead to a reliance on digital asset or content
management systems to efficiently handle the tremendous amount of data generated by the
production of image and text files. The content of catalogs in digital form and usages for
Web display or printing production is in place for distribution.
Respondents to the catalog research questionnaire indicate an increase in online (Internet)
versions of catalogs due to refinements of services such as search engines for the location
and distribution of catalog information. The digital product catalogs also provide a status on
the availability of the product and allow the customer to track their order from the time it
was placed. The service is quick and efficient in the marketing and distribution of the
product (Perreault & MacCarthy, p. 199). One respondent noted “Our Web sales are up 86%
over this time last year.”
Although more people are becoming comfortable with digital technology, paper is not going
away completely. Not everyone is online yet, and it is for this reason that commercial
printers will continue to produce paper catalogs. A survey participant explained why his
company will continue to produce paper catalogs— “We have experienced more first time
catalogers in the last couple of years. It is our opinion that there are still difficulties—
connection, speed, and other technology hurdles when shopping via the Web. A printed
catalog is a simple portable technology that anyone can use.”
As indicated by some industry participants—a majority of customers are not ready for
innovative channels of catalog distributions such as PDAs (personal digital assistants) or cell
phone notices or access to web pages. Although digital product catalogs are becoming more
of a service for consumers, providing detailed descriptions of products, print is still preferred
by the majority of consumers. It is access to the digital product catalogs and the
demographics of consumers that have made this channel of distribution approachable by
specific markets of interest.
Most of the respondents believe there will be a decrease in printed versions of catalogs due
to postal regulations and distribution costs. Customer profiling will become a trend as
retailers are able to collect information about the customer and store them in databases—
thus, eliminating those customers from their mailing lists that are not likely to purchase
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particular products. The tracking of customers’ buying habits will become a commodity that
retailers will use in the marketing of specific products. This is currently in practice by many
retailers. For example, when a customer selects a product to be purchased, a suggested list of
other products is presented stating what other consumers purchased in addition to that
selected product.
As noted by another respondent: “For a while paper, printing and mail has been cheap.
Insertion rates in newspapers have been affordable, but newspaper circulation is going
down, [and] paper isn’t getting any cheaper.”
Research Objective
The purpose of this research was to determine future trends leading to or driving the
production of catalogs in the United States. To identify trends, experts who are
knowledgeable about the present state of catalog production and are from companies that
produce catalogs were recruited to serve as research participants.
Approach
The design of this study involved a non-experimental quantitative research approach,
whereby; a systematic procedure for collecting information from experts from the printing
industry was utilized (Leedy, p.189). The study examined the potential of the relationship
between the data obtained from the participants and the future of catalog production.
Research questions were developed from the review of literature on the topic of catalog
production. Included in the review was the study completed by the Electronic Document
Systems Foundation (EDSF) in 2000 entitled, “Printing in the Age of the Web and Beyond”
(refer to Appendix A) and a report of a study conducted in 2002 by the Graphic Arts
Marketing Information Service (GAMIS) entitled “The Future of Catalogs” published in the
American Printer (Roth, 2002).
A Web-based questionnaire was developed from the review of literature to ask questions
pertaining to the future of catalog production. The questionnaire was written in HTML and
sent to Douglas Brantz, Computer Consultant for the College of Fine and Applied Arts at
Appalachian State University. He uploaded the questionnaire to the University World Wide
Web server.
Mr. Brantz established the URL or Web address to the Appalachian State University Web
server (http://faa.appstate.edu/research/tech/catalog.htm ). That address was sent in the email
message to persons agreeing to participate in the study (see Appendix B). Moreover, he
wrote a CGI script in PERL to format the responses and return them as email. After several
trials, the questionnaire was ready for use in obtaining information from participants (see
Appendix C).
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Locating knowledgeable experts to participate in this study became a challenge due to the
willingness of individuals representing companies that produce catalogs to commit to
answering a Web-based questionnaire. The primary investigator and student researchers
generated a list of potential participants from businesses that produce catalogs. Contacted by
telephone, thirty-eight (31%) of the124 businesses notified agreed to participate in the study.
Ultimately, twenty (53%) response forms were received by email out of the thirty-eight that
had agreed to participate. Their positions are included in Figure 1—supervisor of a graphic
design department (15%), marketing director (60%), or production manager (25%).
Positions held by Survey Participants
15%
25%
60%
Graphic Design Department Supervisor
Marketing Director
Production Manager
Figure 1: Representation of survey participants (N=20).
Four categories (Consumer and Specialty, Mail Order, Dealer and Distributor, and Business
and Industrial) of catalogs were identified from the previous study conducted by EDSF.
Responses from the participants as to the type of catalog that is being produced by their
company indicated that 23% are producing Consumer and Specialty catalogs, 9% are
producing Mail Order Catalogs, 25% are producing Dealer and Distribution catalogs, 28%
are producing Business & Industrial catalogs, and 15% did not respond (Figure 2).
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Categories of Catalogs Produced by Companies of Survey Participants
15%
28%
9%
25%
23%
Business and Industrial
Consumer and Specialty
Mail Order
No Response
Dealer and Distribution
Figure 2: Types of catalogs produced by companies of survey participants.
Background
The meaning of a catalog is changing as innovations for printed or electronic production are
created. A catalog systematically lists items pictorially with descriptions so that retailers
may market products as a way of generating sales to potential consumers. The catalog
represents the retailer and may be graphically rich with images and text with details about
the product. Catalogs from companies such as Sears, Spiegel, L. L. Bean, and Lands End are
very familiar to the consumer market as a source for products. Print (ink-on-paper)
continues to be the primary method of distribution. Web offset printing continues to be the
dominant process; however, there is a decrease in the volume of catalog production.
Research from the EDSF study indicated that catalogs represent 8% of printed products in
North America. This current study continues the examination of trends in the production of
catalogs to add to the research findings established by EDSF. Although the previous EDSF
study found that business-to-business catalogs would be moving almost entirely to the Webbased format, there was disagreement from a respondent of the current study concerning the
future of business-to-business catalogs going totally online. The respondent pointed out that
“many of our customers prefer the printed version—especially the businesses.”
Those participating in this study confirmed findings from “The Future of Catalogs”, a study
conducted in 2002 by GAMIS. This study and the study conducted by EDSF found that a
majority of the catalogs are produced using the web offset lithographic printing process.
However, there is a decrease in the use of the web offset printing process as means for the
production of catalogs as more electronic versions of catalogs are being produced.
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Survey Results
Whether in electronic or paper-based format, almost half of the respondents felt that the
page count for catalogs would be increasing over the next three years. Nearly half of the
respondents (45%) indicated there would be an increase in the page count (See Figure 3).
Only 20% indicated that there would be a decrease. One respondent explained the reason for
the increase in page count was attributed to an “expansion of product offerings. Also with
digital photography and CMS (content management systems) it is easier to generate content
on the fly, so last minute items can now be represented in print.”
The Status of Page Counts within
the Next Three Years
35%
45%
20%
Increase
Decrease
Remain the Same
Figure 3: Percentage of respondents (N=20) indicating if catalog page counts
will increase, decrease or remain the same in the next three years.
.
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First Key Finding: Retailers will continue to have catalogs
produced using conventional printing processes.
Print-on-paper catalogs will continue as an option for retailers using conventional methods
of printing such as Web offset lithography. This is due to improvements in the technology of
the equipment, materials, and workflow. However, total digitization of catalogs will
simultaneously increase as the technology of digital printing improves. One of the
respondents strongly emphasized the importance of printed catalogs as a valuable service for
their customers— “People still like to browse a printed piece. In our case, our catalog also
serves as a reference tool, which offers value to keeping it on the shelf.”
Research participants indicate that web offset lithography continues to be the dominant
process for producing printed catalogs (see Figure 4).
Printing Processes
18%
No Response
49%
Web Offset
9%
Web/Sheet Offset
23%
Sheet Offset
1%
Digital Printing
0
Percent
5
10
15
20
25
30
35
40
45
50
Digital Printing
Sheet Offset
Web/Sheet Offset
Web Offset
No Response
1
23
9
49
18
Figure 4: Respondents indicated that Web offset technology is the preferred method of catalog
production. Note that percentage totals do not equal 100% since respondents recorded two or more
printing processes are offered by their company.
Although industry participants indicted that they or their company will continue to offer
paper catalogs—there was an indication that there will be a gradual reduction in catalogs
produced using conventional printing processes such as web offset technology as
improvements to digital printing escalates.
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Only one respondent indicated that his/or her company produces catalogs using a digital
printing system. This same respondent indicated that their company also uses web and sheet
offset printing process of the catalog production.
The shift to digital production of catalogs is occurring due to improvements in the cost
factors of the digital printing process. The same files that are used for producing plates for
conventional printing are also repurposed or simultaneously utilized for distribution from the
World Wide Web or CD-ROM. A majority of retailers will offer digital versions of their
catalogs in forms such as PDF, HTML, or XML, in addition to printed versions. Retailers
will continue to have printed catalogs due to improvements in the technology as it becomes
more directed to the customer. Moreover, options for marketing products through various
channels including print-on-paper, portable document format (PDF) files, Webbased/Internet distribution, and compact discs will increase due to refinements in automated
technology. Catalogs will continue to be produced in printed form for the next twenty years.
Meanwhile, improvements in computer technology will make it possible to simultaneously
produce electronic (PDF, HTML, or XML) and printed versions of catalogs.
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Second Key Finding: Retailers will rely on high performing search
engines to position Web-based catalogs for optimal customer
access.
When posed the question —What are the current trends in technology impacting the
production of catalogs? A third of the respondents (33%) were not sure (see Figure 5).
Twenty percent of the respondents indicated that retailers using search engine services of
companies such as Google would become a trend. Retailers will make use of marketing
through search engines to put their products out front in the search results. Enhancements to
HTML, XML, and PDF versions of catalogs will continue to make catalog distribution more
effective. The sophistication of search engine design will make it possible for subscribers to
have their products appear at the beginning of a customer search as retailers rely on this
form of marketing to position products.
New Trends Shaping the Production of
Catalogs
7%
Secure/Online Catalogs
20%
Search Engine Marketing
13%
PDF File
7%
Online/Print Combination
33%
Not Sure
7%
New Technology
13%
Just-In-Time Technology
0%
5%
10%
15%
20%
25%
30%
35%
Figure 5: Survey respondents (N=20) suggest new technological trends that are driving the
production of catalogs.
Implications from this finding are that retailers will rely on the use of search engine services
to position their catalogs for consumers to find more readily. Search engine companies such
as Google will employ a system that will facilitate searches (for a price) that will rank
products in such a way that retailers willing to pay enough will reach a wider market. For
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those that do not use this service by not having a computer or access to the Internet, public
libraries, department store kiosks and Internet Cafés will become more accessible with this
type of catalog service. To inform consumers about electronic catalogs, providers will use
email blasts, television advertisements, magazine inserts, newspapers, advertisements at
movie theaters, billboards, and postal mailings. Any means—audio and visual—will have
information about obtaining a catalog.
Faster time to market in the production and delivery of paper catalogs was identified as
another trend for the production of catalogs. One disadvantage to paper catalogs is that the
customer doesn’t receive pricing information in a timely manner. Prices can change before
the customer receives the catalog and places the order. Improvements to Just-In-Time
technology continue as leading manufacturers refine color quality and inline bindery
capabilities. This allows for quicker printing and delivery of the catalogs.
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Third Key Finding: Printed and electronic catalogs will continue to
coexist, as technologies will make them more convenient to
produce simultaneously.
Participants (36.5% of the twenty surveyed) indicated that PDF files are the preferred
method of electronic file preparation and distribution of catalogs produced by their
company. Figure 6 compares PDF with Hypertext Markup Language, eXtensible Markup
Language (XML). A participant indicated that his/or her company produces and distributes a
CD-ROM catalog which was listed under the category of Other.
Options for marketing products through various channels including print-on-paper, portable
document format (PDF) files, Web-based/Internet distribution, and compact discs will
steadily increase. Cross media capabilities in page layout software has great potential as a
trend in the production of catalogs.
Participants indicated that more catalogs are moving toward online access due to
improvements and options available in the computer technology. This was supported by
their response to the question—What percentage of catalogs produced by your company is
in electronic form? (See Figure 6) Most of the participants indicated that their companies
are distributing electronic versions of retailer catalogs mostly in HTML and PDF versions.
One participant indicated that they are utilizing XML and PDF for print preparation and
production.
Percent of Catalogs Produced in Electronic Form
9.25%
No Response
20%
Does Not Produce Electronic Catalogs
2%
Other
4.5%
XML
27.75%
HTML
36.5%
PDF
0
Percent
5
10
15
20
25
30
PDF
HTML
XML
Other
Does Not
Produce
Electronic
36.5
27.75
4.5
2
20
35
40
No Response
9.25
Figure 6: Percentage of respondents (N=20) producing or not producing
electronic versions of catalogs.
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Although there was a low usage of XML indicated in the questionnaire response, software
vendors are including XML capabilities in the design of their software. The cross media
capability of putting catalog content in XML or PDF form would augment the printing of
catalogs.
Implications from these findings point to HTML and PDF as the major processes of
electronic catalog production. It was noted by one respondent that care must be taken when
putting content out in Web sites since they do not want customers to get frustrated from long
waits for content to load on their computer screens. Another concern was expressed about
the use of animations that can slow down the performance of their Web site and cause
computer crashers or freezes on the customer end. It was indicated that as the “bandwidth
grows in availability and capacity, customers will be more likely to download a catalog. The
faster they can navigate a site, the more time they can spend there.”
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Fourth Key Finding: Access to electronic catalogs in the form of
e-Books, PDA formats, and Web browsers will increase in order for
retailers to remain competitive.
A majority of the survey respondents suggest that in the United States customers are not
ready for catalogs adapted to newer technologies such as PDAs. Survey participants were
asked—Do you believe that a majority of your customers are ready for electronic catalogs
such as those accessible through digital reading devices (e-Books, PDAs, and Web
browsers)? Six (30%) of the 20 respondents indicated that in the United States customers
are ready for electronic catalogs, whereas, thirteen (60%) say customers are not ready. One
respondent (5%) was not sure.
The purpose of the following question was to find out if television or PDAs would become a
major trend as a distribution channel for catalogs. Participants were asked—Do you believe
people will look beyond the printed and Web based catalog for other forms of product
information, such as television ads, PDA (personal digital assistant) announcements, or cell
phone notices? Although a majority of the respondents (65%) indicated that customers are
not ready for the distribution of catalogs through new technologies (such as PDAs) at the
present time, there is potential in the future to apply new technologies in the printed
production or display of catalogs. Twelve (60%) of the respondents indicated that people
would utilize new technologies to obtain product information from electronic catalogs
(Figure 7). There was also an indication that existing technologies such as television
advertisements would become more interactive allowing for the presentation of product
information in a catalog format.
Future Technology of Catalog Production
70.0
No
Yes
60.0
50.0
40.0
No
Yes
30.0
20.0
10.0
0.0
Not Sure
Not Sure
Consumers are Ready for Electronic
Catalogs (PDAs or e-Book Format)
Potential for Newer Technology to
Produce Catalogs
Yes
30.0
60.0
No
65
35
Not Sure
5
5
Figure 7: Percentage of respondents (N=20) indicating potential for
future growth in the technology to produce electronic catalogs.
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According to one respondent, “Consumers who use our products have a better grasp on new
technology than our dealers. About 40% of our dealer base has computers at their shop. A
printed catalog is a must for our dealers. On the other hand, over 1.1 million users visit our
website for consumer product information a year.”
However, the same respondent commented on the future state of the printed catalog —
“There will be a decrease in printed catalogs because your marketing budget can be used
more effectively by placing that catalog online. If your catalog print run is 100,000 you are
only reaching the 100,000 consumers you send it to. Whereas, you spend 25% of that print
catalog budget and get a website that can reach millions of consumers.”
Even though it was suggested that consumers are not ready for electronic catalogs, the
technology to make the catalog more portable has potential with PDAs and cell telephones.
Combining PDA and cell telephone will be the next trend among manufacturers of wireless
technology. Building the consumers’ confidence will challenge manufacturers of PDA and
cellular telephone technology if retailers are expected to invest in producing catalogs
designed specifically for wireless technologies.
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Fifth Key Finding: Navigational features in the design of online
Web-based catalogs will become a key factor in attracting
customers.
Locating information when needed is an important aspect of the online catalog. Effective
navigational features make location of products less difficult. Participants were asked—Do
you or your staff consider different options for Internet delivery using various bandwidth
when preparing catalogs? Eight (40%) responded yes and ten (50%) responded no,
whereas, two (10%) provided no response. Survey participants discussed further the
importance of the online catalog having effective navigational features with sufficient
bandwidth capabilities. One respondent explained how they adapt content for modems—
“We still prepare everything as if our customer is using dial-up. It slows the ability to get
flashy but that’s probably a good thing. We want the pages to load so shoppers can navigate
and make purchases quickly. After all, many of them are shopping from their desks at
work.” Another commented on customer considerations, “We create online catalogs for the
lowest bandwidth right now. In the next year or two when the majority of users have higher
bandwidth we will create more robust online catalogs.”
Another question sought opinions for the importance of bandwidth—Do you believe
bandwidth will impact the Internet delivery of electronic catalogs? Seventeen of the 20
(85%) respondents believe bandwidth will impact the delivery of catalogs. The availability
and speed of bandwidth connections with the capability of handling electronic file versions
of catalogs was of concern to survey participants. As commented by a survey participant,
“Time is money. Today, speed is time.” Another commented, “Absolutely. Higher
bandwidth will make possible the transmitting of more and better pictures and also possibly
video. As bandwidth grows in availability and capacity customers will be more likely to
download a catalog. More importantly they will download only those pages they are
interested in.”
Survey participants were also asked—What are customer preferences in the distribution of
catalog information?” It was pointed out that consumers shopping from online catalogs
have preferences for obtaining product information. A survey participant stated that
customers prefer catalogs that are “clear, concise presentation; items in stock; no-hassle
ordering.” Color is another factor in the design of any product catalog. However it is very
expensive to produce. The online catalog can provide color images more economically than
print, however resolution must be considered when preparing images for display from an
online catalog. Download time of high resolution images must be a consideration for the
online catalog. As noted by a survey participant, “They all want four color for newsprint
prices.”
Other participants discussed catalog preferences they have noticed from their customers:
“They do not want unsolicited information or to be forced to navigate through unwanted
material or information. They want to see what they want, buy what they want and feel
secure and comfortable doing so.”
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Another participant indicated a preference for online and print catalogs among their
customers, “They prefer both print catalogs that are delivered by U.S. post, and a website
that has a searchable catalog with secure ordering.”
There will be a need to improve the bandwidth or speed of transmission to have effective
and efficient navigational options for online catalogs. Locating items from a catalog
requires having computer hardware and software capable of locating, displaying, and
printing products. Building the consumer’s confidence in using an electronic catalog will
involve improving effective access points with effective navigational features.
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Conclusion
The results of this survey suggest that catalog production in the United States will continue
in a printed form to reach populations that have a preference for print versions on paper or
who are part of the “digital divide.” Conversely, improvements in digital technology will
cause a steady decrease in the production of those printed catalogs, thus providing customers
with options, such as PDF, HTML or XML versions obtainable from the retailer.
Retailers are also seeking economic and efficient channels in which to efficiently market
their products. Catalog production in the United States will become more optimized in
distribution through technologies such as cross media publishing. This optimization has
made it possible to simultaneously produce catalogs for the Word Wide Web and print-onpaper. Generations of consumers are becoming more familiar with accessing information
from online catalogs. Retailers will provide access points for electronic catalogs such as
kiosks in public locations as convenient as fast food restaurants.
One expectation from the study was outsourcing of catalog production to foreign printers.
Only one respondent out of twenty had indicated that their company produces catalogs from
foreign countries due to international editions of their catalogs.
Printed catalogs have always been very popular with consumers of all types. In spite of this,
the availability of the “big book” catalog may vanish due to competition with other
technologies of distribution—such as the Internet or CD-ROMs. Refinements to software
and other related computer technology will optimize catalog production, whether it is for
print or display.
The impact of cross media publishing and the production of catalogs have great potential for
research. This technology has become enabled with major software vendors such as Adobe
and Quark. The simultaneous development of files for print-on-paper and Web pages is now
possible with page layout software.
Some of the implications of the findings are:
?
Most retailers will continue to provide printed catalogs; however, it will be through
reader service cards or “email blasts” to announce the availability of the printed
catalogs to potential customers.
?
Marketing of catalogs will be through the use of search engines that prioritize or rank
access to the catalogs from the World Wide Web. Major search engine companies
such as Google —which processed more than 80% of World Wide Web queries in
the United States during 2003 (Lagesse, 2004)— are developing specific search
engines for catalogs. Optimized catalogs will develop due to increase usage of digital
technology. Optimized catalogs includes print-on-paper, Web-based, or CD-ROM.
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?
Options of marketing products through various channels including print-on-paper,
portable document format (PDF) files, Web-based/Internet distribution, and compact
discs will steadily increase. Refinements toward standardizing file formats such as
PDF will cause an increase in the application of electronic catalogs. More retailers
will rely on the PDF format to distribute catalogs.
?
Although most consumers are not ready for electronic catalogs in the form of eBooks, PDA formats, and Web browsers, improvements to these technologies will
bring advances and acceptance. Survey respondents indicated that consumers expect
access from print and electronic versions—a marriage of the two technologies. It is
for that reason, providing access to electronic catalogs in addition to printed versions
will become necessary for retailers to remain competitive and reach a wider
population.
?
The use of smart catalogs having powerful navigational controls will become
necessary in having customers return to the retailer’s Web site.
Further study is recommended to:
?
?
?
?
?
Monitor the progress of digital printing version traditional methods of catalog
production.
Examine environmentally safe production materials such as the “Green catalogs” as
a viable alternative to current printing production practices.
Examine high-speed production of catalogs to maintain a balance with inventory and
products advertised in catalogs. The status of Just-In-Time technology in connection
with producing catalogs should be examined. It was noted by a respondent that
whenever there is price increase for a product, it conflicts with the price advertised in
a printed catalog.
Assess the progress of cross media publishing among the printing industry.
Examine and compare the results of EDSF 2000 and GAMIS studies about catalogs
to establish a standard for the production of catalogs.
Cross media publishing as a process for the simultaneous production of catalogs for print
and Web pages has great potential and is a viable direction for producers of catalogs. As
noted by a Gene Hodges of the Ad Kitchen, a respondent in the survey: “Build you own
catalog and on demand printing are intriguing notions that we are exploring.” As further
explained by Mr. Hodges about building your own catalog: “Consumers use the Internet to
put together a brochure or catalog that has in it only the products in which they are
interested. The retailer then prints it and sends it to them in the mail.”
As more and more people are becoming familiar with computer technology and the
graphical interfaces for the World Wide Web, the marriage of printed and Web-based
catalogs will become necessary in order for retailers to remain competitive. This relationship
will provide customers with options for locating and purchasing products based on
information provided by catalogs.
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References
Davis, R. (February, 2004). The Print & Graphic Communications Industry: Outlook for
Print. GATF World. 16(1) 5-8.
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Technology Centre.
LaGesse, D. (May 10, 2004). The World According to Google. US News and World Report.
136(16) 44-49.
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Prentice Hall.
Perreault, W.D., & McCarthy, E. J. (2002). Basic marketing: A global-management
approach. Boston: McGraw-Hill.
Romano, F. (Ed.) (2001). Printing in the Age of the Web & Beyond. Torrance, CA: The
Electronic Document Systems Foundation.
Roth, J. (December, 2002). Web Offset Report ’03. American Printer. 230 (3) 49-59.
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Acknowledgments
As an expression of gratitude, the researchers would like to thank Toby Cobrin for serving
as the liaison for the Electronic Document Systems Foundation. We are also indebted to
Toby and Betsy Craft for providing editorial support and Douglas Brantz, Computer
Consultant for the College of Fine and Applied Arts at Appalachian State University for
providing technical support in managing the Web-based questionnaire that was used for this
study. Additional appreciation is extended to the twenty professionals involved with catalog
production participating in the study. The following have given their permission for
recognition (of the twenty participants): Jennifer Andrews, Robert Arena, Jeff Batton,
Kristine Bingham, Kelly Carlson, J. D. Dooley, Carol Anne Hartman, Gene Hodges, Frank
Mauran, Gretchen Morris, Evan Moss, Andrew Muzi, P. J. Ollis, Karl-Heinz Roseman, and
Jay Stillwell. Further appreciation is extended to Glenn Ellen Stilling, Reference Librarian at
Appalachian State University’s Belk Library and Jane Nicholson of Appalachian State
University News Bureau for providing assistance.
About The Electronic Document Systems Foundation (EDSF)
EDSF, an international, charitable (501(c)(3)) foundation, supports and promotes
educational opportunities and knowledge sharing that provide a common benefit to
individuals and companies engaged in document solutions. The Foundation serves vendors
and users who design and implement document solutions for business applications. The
scope of these solutions include the capture and creation of documents, the printing and
viewing of documents, the transmission of documents for the purpose of communications,
and the management processes and services necessary for a complete document solution.
For more information about EDSF, please visit www.EDSF.org or phone (310) 541-1481.
About Appalachian State University
Founded in 1899 as the Watauga Academy, Appalachian State University has been a
member institution of The University of North Carolina since 1971. The university offers
degrees at the baccalaureate, master’s, specialist’s levels as well as the Ed.D. in Educational
Leadership. Appalachian is located in Boone, North Carolina, in the heart of the
Appalachian Mountains.
Appalachian employs more than 660 full-time instructional faculty, approximately 80% of
whom hold the doctorate or first professional degree.
Presently, Appalachian has an enrollment of 14,652 students. The instructional units include
the College of Arts and Sciences, the College of Business, the College of Fine and Applied
Arts, the College of Education, the School of Music, the Division of Continuing Education,
Graduate Studies and Research, and the Library. Academic offerings within these
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instructional units include approximately 200 major programs and 7 different types of
degrees at the undergraduate level, and 9 different types of degrees at the graduate level.
Dr. Kenneth Peacock became the university’s sixth chancellor in the spring of 2004.
More information about Appalachian can be found by visiting http://www.appstate.edu on
the World Wide Web.
About the Research Team
John Craft, primary investigator and author of this study, teaches in the Graphic Arts and
Imaging Technology program area that is housed in the Department of Technology at
Appalachian State University. He is a career educator with over 29 years of teaching
experience. John completed his doctoral degree from North Carolina State University. He is
presently serving as First Vice President of the International Graphic Arts Education
Association (IGAEA) and is the Editor of the Communicator, a publication for IGAEA.
More information about IGAEA can be obtained by visiting http://www.igaea.org .
Carrie Bennett served as a research assistant for the Catalog research study during spring
semester 2004. She has recently graduated from Appalachian with a baccalaureate degree in
Graphic Arts and Imaging Technology.
Tom Reeves is a Practioner-In-Residence in the Graphic Arts and Imaging Technology
program at Appalachian. He is presently working on a Masters degree and served as a
research assistant for the Catalog study.
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Appendix A: EDSF Catalog Study Description
From Printing in the Age of the WEB & Beyond, published by EDSF in 2001.
Catalogs
The business and consumer catalog will see a drop in page count but the number of catalog
titles will increase. Targeted mailings will be the norm and the recipient will be directed to
the Web site—push media will work with pull media. This will cause a slight drop in the
volume of paper reproduced. As long as some percentage of the population is not on-line—
or directly accessible—there will be a need for direct marketing via mail or hand delivery.
Key opinions
• The consumer catalog will continue to exist as a “push” medium and will supplement the
company’s Website and retail location by showing a selected group of items and promoting
more product information on-line.
• The printed catalog will use variable data printing, selective binding, and other
approaches.
• Catalog page counts will probably decline over several years with the purpose of the
catalog mainly to push or direct the recipient to the Website rather than generate the order
directly; for selected markets, there will be sufficient information to buy from the catalog.
• The decline in page counts will begin as postal rates rise (since first class mail will decline
and the cost of the postal system will mandate price increases for all mail classes).
• The printed catalog cannot compete with the Website which is more extensive and up-todate; but the Website cannot entirely replace the printed catalog.
• The business-to-business catalog will move almost entirely to the Web, linking companies
via EDI and e-commerce. A new generation of purchasing managers will use the computer
as routinely as they now use the printed catalog.
• By 2010 e-mail and physical mail locations will be linked, which will then usher in the direct email market. Some degree of digital divide between the techno-haves and the techno-have-nots
will exist and this will still mandate paper-based promotions.
• Print buying itself will be transformed by electronic commerce technologies that link business
computer networks.
• Consumers are increasingly going on-line and developing more confidence in e-purchasing. By
2010 the Internet will represent 25% of all U.S. retail sales, up from 5% in 2000.
• For every electronic transaction, the equivalent of 200 sheets of paper is generated, representing
packaging, labels, receipts, and promotional materials.
• Distributed printing will play a major role in order to reduce postal and distribution costs.
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Appendix B: Message Emailed to Study Participants
The message sent to those agreeing to participate in the study contained the Hyperlink to the
Questionnaire Web pages.
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Appendix C: The Web-based Questionnaire
The design of the Web-based questionnaire began from questions derived from the review of
literature. The questionnaire requires a CGI Script to maintain the responses in an orderly fashion.
The questionnaire can be viewed at http://faa.appstate.edu/research/tech/catalog.htm/ .
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Appendix D: Help EDSF provide research grants to
colleges and universities.
This research was completed as the result of an EDSF grant.
EDSF is supported by contributions from companies and individuals like you.
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PLEASE PRINT
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Thank You for Helping EDSF Make a Difference
In the USA, your contribution is tax deductible to the full extent of the law. Our tax ID#: 33-0639924
As a result of your contribution, you will receive
the EDSF bi-monthly research newsletter, EDSF REPORT.
For more information visit: www.edsf.org or call (310) 541-1481
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