CATALOG JAM: LET YOUR FINGERS DO THE SHOPPING

It’s been getting annoying lately. We’ll call a photographer for an assignment and, as often as not, we’ll hear, “Sorry; I just don’t have the time. I’m working on a catalog.”

The catalog production business in Dallas has exploded. What began years ago with the little Neiman-Marcus ChristIt’s been getting annoying lately. We’ll call a photographer for an assignment and, as often as not, we’ll hear, “Sorry; I just don’t have the time. I’m working on a catalog.”

The catalog production business in Dallas has exploded. What began years ago with the little Neiman-Marcus Christmas catalog has burst into an enormous local industry: This year, specialty catalogs totally or partially produced in Dallas will do an estimated $75 to $100 million in sales. Moreover, these companies will employ some 1200 Dallasites as support staff, full or part-time, in addition to a multimas catalog has burst into an enormous local industry: This year, specialty catalogs totally or partially produced in Dallas will do an estimated $75 to $100 million in sales. Moreover, these companies will employ some 1200 Dallasites as support staff, full or part-time, in addition to a multitude of local designers, layout artists, models and photographers.

There are now five major specialty catalog businesses operating in Dallas: Neiman-Marcus, The Horchow Collection, Sportpages, and two new additions, Collage and Personally Yours. Several other firms outside of Dallas have their catalogs, or parts of them, produced here, including Kaleidoscope, American Express, Burdine’s of Florida, the Collector’s Guide and Sakowitz. Local production means use of local talent. The Kim Dawson Agency estimates that 35 percent of their business now comes from catalog work. At least a half dozen catalog design experts now call Dallas home. But those who benefit most are the photude of local designers, layout artists, models and photographers.

There are now five major specialty catalog businesses operating in Dallas: Neiman-Marcus, The Horchow Collection, Sportpages, and two new additions, Collage and Personally Yours. Several other firms outside of Dallas have their catalogs, or parts of them, produced here, including Kaleidoscope, American Express, Burdine’s of Florida, the Collector’s Guide and Sakowitz. Local production means use of local talent. The Kim Dawson Agency estimates that 35 percent of their business now comes from catalog work. At least a half dozen catalog design experts now call Dallas home. But those who benefit most are the photographers; except tor the printers (most of the printing is done outside the city), photographers get the major portion of a catalog’s production fees.

Actually, the man who is benefiting most is Roger Horchow, owner of The Hor-chow Collection. An alumnus of Neiman’s mail order division, Horchow decided that a catalog once a year was not enough. His Horchow Collection now goes out several times annually, and he has started a second mail order company, with a third in the works for next year. By then, he estimates he’ll be producing 25 catalogs annually. Since the average Horchow catalog nets photographers and models some $25,000, Horchow’s 25-book projection for 1978 means a potential $625,000 for enterprising Dallas models and photographers. No wonder they don’t want to work for us.

tographers; except tor the printers (most of the printing is done outside the city), photographers get the major portion of a catalog’s production fees.

Actually, the man who is benefiting most is Roger Horchow, owner of The Hor-chow Collection. An alumnus of Neiman’s mail order division, Horchow decided that a catalog once a year was not enough. His Horchow Collection now goes out several times annually, and he has started a second mail order company, with a third in the works for next year. By then, he estimates he’ll be producing 25 catalogs annually. Since the average Horchow catalog nets photographers and models some $25,000, Horchow’s 25-book projection for 1978 means a potential $625,000 for enterprising Dallas models and photographers. No wonder they don’t want to work for us.