The Reader's Catalog Offers Books and More
Its debut catalog measures 9" x 5-1/2", much like a thin book, is 48 pages long, and is labeled "Summer 2004/Premiere Issue/Number 1." The slim-jim promotion offers an array of books reflective of the tastes of its co-owners, The New York Review of Books and The Little Bookroom, complemented with a smorgasbord of literary-themed gifts and accessories. The catalog's "Letter from the Editor" on the inside cover relates a gushing testimonial from a fellow editor ("You make books as if they were hand-dipped chocolates"), in an attempt to lure discriminating, language-loving shoppers. Sample book titles include "The Granta Book of the American Short Story" ($22), "The Truth About Babies," by Ian Sansom ($15.96), and "Renoir: My Father," by Jean Renoir ($14.36) -- not by coincidence, an image of Renoir's "Madame Monet Reading" graces the catalog cover. All books are sold at "less 20%" prices, with the discount and full list price printed side-by-side, although little attempt is made to call attention to savings. Non-reading material, all sold at full price, includes shoulder bags, jewelry, sunglasses, pens, posters, decorative picture frames, glasses and mugs, scented candles and children's games. Gift merchandise tends towards the upscale, such as fine bone china "alphabet mugs" imported from Staffordshire, England ($17.95 each), a fountain pen from Conklin Pen Co. embossed with Mark Twain's signature ($395) and a hand-crafted, silver-plated "heirloom baby cup" ($92). Gift boxing is available on all items for $4.50. America's Second Harvest Loads Up Food Vouchers
Hunger relief organization America's Second Harvest recently kept its fundraising efforts trucking along with a tear-pack emblazoned with "Loading Vouchers Enclosed." 
The package, roughly the same size as a #10 envelope and bearing little more than the group's gingham picnic-blanket logo on its front, placed this new creative on the reverse of a subdued white envelope. Also on the reverse was artwork of an 18-wheel trailer, cleverly designed to make its rear door coincide with the envelope's unusual side opening. The package contained no traditional reply form, nor the usual ask ladder of donations. Instead, it contained five separate "loading vouchers," each with an image of a trailer truck and the specified "pounds of food you are providing." On each voucher, an involvement sticker from the letter is placed to indicate the donor's choice of suggested donations. The stickers and matching vouchers were in the following amounts: $15 = 300 lbs, $20 = 400 lbs, $50 = 1,000 lbs, $100 = 2,000 lbs and $1,800 = 36,000 lbs of food. Each form is personalized with the name of the recipient's hometown, as an authorized destination for the food. Each form also allows donors to write in an alternate amount.
Coldwater Creek Introduces "Sport"
Coldwater Creek has made another addition to its family of titles with the recent mailing of its new "Coldwater Creek Sport" catalog. 
The 44-page book features sports wear and comfortable clothing for women on the move whether it's "a serious workout, the sort-of serious morning walk or that very serious dash down the cereal aisle." The copy, "It's new. It's different. And it's all about you. Activewear created for the way you really live." is featured on the front cover with a picturesque photograph of a woman stretching beachside. Also promoted prominently on the front and back covers is a quilted twill tote bag incentive, which is offered with purchases $100 and up. (Incentives have rarely been used in other Coldwater Creek titles). Inside, recipients will find activewear collections organized with lighthearted section titles that include "Run-around Sue," "Now and Zen" and "Just warming up." Much of the apparel plays on the theme of spiritual as well as physical well-being. A series of t-shirts named Tranquility Tee, Unwind Tee and Balance Tee feature silhouetted yoga stretches, designed to be worn "even if the only thing you're stretching out is a Saturday afternoon." Prices range from $25 for a no-sweat Columbia tank to $149 for an all-weather jacket.
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