Gail Ludewig

The catalog workflow process used to be comparatively simple. A cataloger lined up a typographer, photographer, and design production support; got quality output from a film company and finished up with a printer. It was a clean, linear process, albeit labor intensive, but in an era of digital printing, Web-based imaging and an explosion of activity in the customer channel all that has changed. Today’s high-tech, high-speed, highly-customized marketing environment requires vast changes in workflow for catalog development. There is no longer a magic formula or one-size-fits-all solution. Each catalog has unique needs that demand a singular process. There are some “true norths” in