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BRECK'S PERSONALIZED CATALOG WRAPS
One of the earliest user of computer personalization on catalogs was Foster
& Gallagher, Inc. In
the heyday of novelty merchandise catalogs, their Foster House and Hellen
Gallagher catalogs
regularly featured many unique forms of personalization, primary emphasis
was on inserting
the name of the recipient in a piece over and over again.
Today, however, the most effective personalization involves far more than
simply repeating a
recipient's name. Foster & Gallagher was one of the first to make maximum
use of multiple elements
of personalizations.
Interestingly, most of the elements of personalization come directly from zip
codes. While readily
available programs, the zip code could trigger insertions of city, county
area, and state. One of the
more difficult jobs was locationg two pairs of well-known cities for each of
the 50 states - one
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