Magazines give leads for catalogue sales

Your news item about the takeover of

Your news item about the takeover of catalogue specialist Code London by contract publisher John Brown Citrus (MW June 15) indicates significant changes in the catalogue media.

As the web takes over the functional aspects of distance shopping, some retailers are using catalogues in a far more inspirational way. Catalogues are retained and browsed through in a totally different manner to the immediacy of online shopping. Magazines have always achieved the kind of communication, inspiration and retention that a lot of other media can only wish for, so it is appropriate that magazine editorial techniques are now being used in catalogues.

Two of the UK’s biggest high-street retailers now employ publishing agencies to produce their catalogues – John Lewis at John Brown Citrus/Code, and Marks & Spencer Home at Axon Publishing.

It will be interesting to see how many retailers follow suit in exploring creative catalogues’ potential as part of multi-channel marketing.

Paul Keers

Editorial director

Axon Publishing

London EC2

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here