WOA 06 Special Report — Rolling With the Changes

“We gather a very large number of consumer and business-to-business catalogs from five or six collection points around the country. All of the copies are compared to assess the quality of the images. Two out of the five copies of a given catalog in a single mailing may be “radically” different from the other three. Radically different meaning you can order a product and get something you didn’t want because the color isn’t what it was represented to be in print,” Lamparter explains.