However, more than the offerings themselves, the traditional means of advertising - the catalog - seems to have fallen on hard times. I am of the mind that a well-edited catalog containing well-chosen offerings is probably a more effective sales tool than an internet site alone. It is easy to refer to and easy to compare items with a catalog, something that still isn't very convenient to do on a computer. But perhaps more than this, merely receiving a catalog like this in the postbox is something that is pleasing because it is a reminder that the clothier values its patrons and wants them to know what is currently being offered. One well-made catalog (as opposed to several in a season) is worth more than all the additional daily email advertisements that many companies send. Actually, I find the email advertising deluge at this time of the year a bit tiring. When I find myself deleting email advertisements nearly as fast as they arrive, I know that this can't be the best form of getting the customer's attention. It is irritating rather than pleasant. All of which reminds me of Lord Leverhulme's classic remark about advertising, "Half the money I spend on advertising is wasted; the trouble is I don't know which half." The catalog in this post is a reminder that well-made catalogs were often a significant part of a memorable purchase, and therefore, good value for the clothier. It is a bit amazing to me that this thirty-four year old catalog is still able to fire the imagination, something that doesn't always happen when looking for clothing at most internet sites today. Simply stated, this sort of catalog is just the kind of pre-holiday season advertising that one can still get excited about - even if one can't exactly place an order from it.
