How do we define a Catalog?

A catalog is essentially a thick, bi-annual publication that proposes goods to consumers, like the mail-order catalog, right?

In that sense, catalog sales are down. WAY down, since civilization has adopted the internet. That is, of course, assuming that a catalog is hundreds of color pages printed on paper and mailed to people.

If we define a catalog as a something that proposes goods to consumers and simplifies the ordering process and delivers it straight to their homes, then, we have Amazon (and other online retailers).

The difference between Sears and Amazon is essentially the medium (or media) used to provide the service. Otherwise, they are virtually identical in their intentions, audiences and KPIs. (In all fairness, Sears also had those great montages of Transformers on a space decor on its last pages. As a kid I would fall asleep with the catalog and dream about those toys…)

We need to make sure that our definition of catalog is clear. Is it the paper book or the service?

A similarly-rooted discussion led to a debate on separating the music industry and the record industry, which are, in fact, 2 distinct businesses. One finds, refines and promotes musical acts and entertainment. The other provides distribution for the former and sells plastic (CDs, tapes, vinyl records). One model is still viable, the other is in trouble.

Similarly, if news organizations insist on selling paper, their fortunes will not improve. Nor will the fortunes of their friends who sell advertising (or their friends who buy it). No one ever gave a crap about the ads in the paper, we want the content; the intelligent, researched, unbiased, well-sourced and clever information and insight it provides us. THAT is still out there – proof: a huge amount of news still originates from “traditional media” sources. The ads were something readers were willing to trade for; “give me news and I’ll look at your ads.”. That has changed.

Let’s make sure we are defining things properly – it may be the only way to fix the right problem.