{"version":"1.0","provider_name":"Total Retail","provider_url":"https:\/\/www.mytotalretail.com","author_name":"Stephen Lett","author_url":"https:\/\/www.mytotalretail.com\/author\/stephen-lett\/","title":"Lessons Learned From a Lifetime in the Catalog Business","type":"rich","width":600,"height":338,"html":"<blockquote class=\"wp-embedded-content\" data-secret=\"UuIKI0XZcU\"><a href=\"https:\/\/www.mytotalretail.com\/important-lessons-learned\/\">Lessons Learned From a Lifetime in the Catalog Business<\/a><\/blockquote><iframe sandbox=\"allow-scripts\" security=\"restricted\" src=\"https:\/\/www.mytotalretail.com\/important-lessons-learned\/embed\/#?secret=UuIKI0XZcU\" width=\"600\" height=\"338\" title=\"&#8220;Lessons Learned From a Lifetime in the Catalog Business&#8221; &#8212; Total Retail\" data-secret=\"UuIKI0XZcU\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" class=\"wp-embedded-content\"><\/iframe><script type=\"text\/javascript\">\n\/* <![CDATA[ *\/\n\/*! This file is auto-generated *\/\n!function(d,l){\"use strict\";l.querySelector&&d.addEventListener&&\"undefined\"!=typeof URL&&(d.wp=d.wp||{},d.wp.receiveEmbedMessage||(d.wp.receiveEmbedMessage=function(e){var t=e.data;if((t||t.secret||t.message||t.value)&&!\/[^a-zA-Z0-9]\/.test(t.secret)){for(var s,r,n,a=l.querySelectorAll('iframe[data-secret=\"'+t.secret+'\"]'),o=l.querySelectorAll('blockquote[data-secret=\"'+t.secret+'\"]'),c=new RegExp(\"^https?:$\",\"i\"),i=0;i<o.length;i++)o[i].style.display=\"none\";for(i=0;i<a.length;i++)s=a[i],e.source===s.contentWindow&&(s.removeAttribute(\"style\"),\"height\"===t.message?(1e3<(r=parseInt(t.value,10))?r=1e3:~~r<200&&(r=200),s.height=r):\"link\"===t.message&&(r=new URL(s.getAttribute(\"src\")),n=new URL(t.value),c.test(n.protocol))&&n.host===r.host&&l.activeElement===s&&(d.top.location.href=t.value))}},d.addEventListener(\"message\",d.wp.receiveEmbedMessage,!1),l.addEventListener(\"DOMContentLoaded\",function(){for(var e,t,s=l.querySelectorAll(\"iframe.wp-embedded-content\"),r=0;r<s.length;r++)(t=(e=s[r]).getAttribute(\"data-secret\"))||(t=Math.random().toString(36).substring(2,12),e.src+=\"#?secret=\"+t,e.setAttribute(\"data-secret\",t)),e.contentWindow.postMessage({message:\"ready\",secret:t},\"*\")},!1)))}(window,document);\n\/\/# sourceURL=https:\/\/www.mytotalretail.com\/wp-includes\/js\/wp-embed.min.js\n\/* ]]> *\/\n<\/script>\n","description":"I began my catalog career over 40 years ago. I've learned several lessons over the years about the dos and don'ts of catalog marketing. I'd like to pass along some of what I've learned and the principles we follow today as we advise our customers. I've seen companies with the best of intentions make decisions opposite of what they should have done. Often these decisions have been an attempt to save money (or at least they thought). In many cases, adding rather than reducing is the better choice."}