Description
Dear Customer,
This annual catalog, now in its 38th edition, has undergone many changes over the last four decades. It has spawned numerous separate publications over the years, most notably our regularly published garden, gift, hardware and book catalogs. This year’s catalog is once again the largest we have published to date.
Just as the size and scope have evolved, so has the purpose. For many years, it has been the mechanism by which we introduced new products, and indicated which lines we could support for the next twelve months. It was the system of record for much of our product line.
Today, the pace of change in our industry and in our society has increased to the point where a publication of this size is months out of date by the time the print run has finished. It is really a "snapshot in time" of a product offering that is in continuous flux. Paper has been supplanted by electronic publishing as the system of record; digital content can be maintained and improved continuously and be current every time you look at it.
Yet paper still provides a unique experience. It can be rapidly scanned to find items of interest, and has been shown to be faster to read than digital content. In many ways it can be a more satisfying browsing and reading experience. We know it is still an important and relevant medium.
For the first time, however, we plan to run out of this year’s catalog before the end of the calendar year, recognizing that we can better devote our efforts to producing more timely and current content, both in print and digitally. We remain as committed as ever to print, although how we use it will continue to evolve.
Cheers,
Robin C. Lee
President