Catalog 07 Michael Chessler Books Spring 1986 (Chessler Books)

	Item #: CBC007-136 Catalog 07 Michael Chessler Books Spring 1986 By Chessler Books Price: $20.00 Add to wish list Click Here For Related Selections
Detailed Product Description
Catalog Seven has several major changes from our six previous catalogs. It is larger format, 8 1/4'' x 10 1/2''. There are several advantages for this format. We can fit a lot more on a page. When you double the size of a page you do more than double the usable space. Second, it allows room for photos. We started including photos of the books, both the Used and Rare book, as well as the New Front List books. It looks like we supplied images for 10% of the books. Of course we now do 100% and have for decades. Catalog Seven was the last catalog we did before we installed an 800 number. We were still unable to get a credit card merchant account until we left New York City. Catalog Seven was 32 full size pages, so with photos we were still able to list 568 titles (and left two pages blank! I never did that again!) It was also the first catalog we printed in two colors. We were also able to break away from using local instant copy shops to do the catalogs. When I was working for Kelty Pack from 1972 to 1976, I was writing their catalog, and worked with the printer. I forget how many we printed but when its over a few thousand you need a printer who prints on web presses, on rolls of paper, rather than sheet fed, and after 5,000 or 10,000 catalogs it can get real cheap. These early large format catalogs of ours may have cost us under 25 cents each. And bulk mail in those days was also in that range.
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