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But some brands are rediscovering the format in order to sell things on their terms."/><meta name="TwitterShareMessage" content="The print catalog might feel like a relic of a bygone era, @loracorkelley writes in The Atlantic Daily. 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class="ArticleParagraph_root__4mszW" data-flatplan-paragraph="true">J.Crew has 2.7 million followers on Instagram, and more than 300,000 on X. But earlier this fall, it <a data-event-element="inline link" href="https://www.wsj.com/style/fashion/j-crew-print-catalog-is-back-demi-moore-42f99c7c">announced</a> that it was trying to reach prospective customers the old-fashioned way: by reviving its print catalog. In 2024, everyone shops online. But in recent years, some retailers have returned to the catalog as a way to attempt to grab a bit more of shoppers’ coveted attention. People can and do scroll past the endless stream of marketing emails and digital ads on their phone. But completely ignoring a catalog that appears on your stoop or in your mailbox is tougher. Simply put, you have to pick it up, even if you are planning to throw it in the recycling bin—and brands hope that you might flip through some glossy photos along the way.</p><p class="ArticleParagraph_root__4mszW" data-flatplan-paragraph="true">Catalogs’ heyday came before the financial crisis—but they <a data-event-element="inline link" href="https://www.theatlantic.com/magazine/archive/2020/03/why-restoration-hardware-sends-catalogs-the-size-of-a-toddler/605524/">never fully went away</a>, and billions have been sent to American consumers every year since. The catalogs of 2024, in part a nostalgia play for those who grew up with the trend, are generally sent to targeted lists of customers who have either shopped with a brand in the past or are deemed plausible future buyers. Some retailers are maintaining what they’ve always done: Neiman Marcus, for example, continues to send a catalog, even as some of its peers have stopped. Both traditional and digital-first companies use catalogs: Amazon has issued a toy catalog since 2018. Brands have started playing with the format too, taking the concept beyond a straightforward list of products: Patagonia puts out a catalog that it <a data-event-element="inline link" href="https://www.patagonia.com/catalog-request/">calls</a> a “bona fide journal,” featuring “stories and photographs” from contributors. Many of these catalogs don’t even include information about pricing; shoppers have to go to the website for that.</p><p class="ArticleParagraph_root__4mszW" data-flatplan-paragraph="true">Amanda Mull, writing in <i>The Atlantic</i> in early 2020, <a data-event-element="inline link" href="https://www.theatlantic.com/magazine/archive/2020/03/why-restoration-hardware-sends-catalogs-the-size-of-a-toddler/605524/">foretold</a> a new golden era of catalogs—brands at the time were becoming “more desperate to find ways to sell their stuff without tithing to the tech behemoths.” Since then, the pandemic has only turbocharged consumers’ feelings of overwhelm with online shopping. Immediate purchase is not necessarily the goal; these catalogs are aiming to build a relationship that might lead to future orders, Jonathan Zhang, a marketing professor at Colorado State University, told me. The return on investment for companies is pretty good, Zhang has found, especially because more sophisticated targeting and measurement means that brands aren’t spending time appealing to people who would never be interested (this also means that less paper is wasted than in the free-for-all mailer days, he noted).</p><p class="ArticleParagraph_root__4mszW" data-flatplan-paragraph="true">With catalogs, brands are supplementing, not replacing, e-commerce: Zhang’s experiments with an e-commerce retailer <a data-event-element="inline link" href="https://hbr.org/2022/07/how-paper-catalogs-remain-relevant-in-a-digital-age?registration=success">found</a> that over a period of six months starting in late 2020, people who received both catalogs and marketing emails from a retailer made 24 percent more purchases than those who received only the emails. A spokesperson for J.Crew told me that following the catalog relaunch, the brand saw a nearly 20 percent rise in reactivated customers, adding that this fall, 11 percent more consumers had a positive impression of the J.Crew brand compared with last year. E-commerce is the undeniable center of shopping in 2024, so brands are finding creative ways to use in-person methods to build on its success—including, as I’ve <a data-event-element="inline link" href="https://www.theatlantic.com/newsletters/archive/2024/09/stores-are-small-now/679705/">written</a>, reimagining the brick-and-mortar store.</p><p class="ArticleParagraph_root__4mszW" data-flatplan-paragraph="true">A well-designed catalog may appeal to some of the same sensory instincts that enchant die-hard in-person shoppers. Catalogs work especially well for certain types of products: Zhang said that “hedonic” categories of goods—luxury clothing, perfumes, vacation packages, chocolate—are some of the best fits for stories and photos in a print format. (I smile when I think of Elaine taking this type of luxury marketing to <a data-event-element="inline link" href="https://www.youtube.com/watch?v=eiBuckMLrLY">parody levels</a> in her stint running a catalog on <i>Seinfeld</i>.) Zhang himself has been wooed by such a campaign: Around February of this year, he received a mailer from a cruise company (one he had never interacted with in the past). He spent a few minutes flipping through. In August, when he started thinking about planning a winter vacation for his family, he remembered the catalog and visited the company’s website. “That few minutes was long enough for me to kind of encode this information in my memory,” he said. He decided to book a trip.</p><p class="ArticleParagraph_root__4mszW" data-flatplan-paragraph="true">The catalog has moved forward in fits and starts: 30 years ago, they were the central way to market a product directly to consumers. Then the pendulum swung hard toward online ads. Now we may start to see more of a balance between the two. Some of us would rather turn away from advertising altogether. But if brands are going to find us anyway, print catalogs could add a little more texture to the experience of commerce.</p><p class="ArticleParagraph_root__4mszW" data-flatplan-paragraph="true"><b>Related:</b></p><div class="ArticleLegacyHtml_root__WFd2I ArticleLegacyHtml_standard__kC_zi"><ul class=""><li><a href="https://www.theatlantic.com/magazine/archive/2020/03/why-restoration-hardware-sends-catalogs-the-size-of-a-toddler/605524/">Why the Restoration Hardware catalog won’t die</a></li> <li><a href="https://www.theatlantic.com/newsletters/archive/2024/09/stores-are-small-now/679705/">Stores are small now.</a></li></ul></div><h2 class="ArticleHeading_root__WKbPJ ArticleHeading_hed1__1gTi1"></h2><hr class="ArticleLegacyHtml_root__WFd2I ArticleLegacyHtml_standard__kC_zi"/><p class="ArticleParagraph_root__4mszW" data-flatplan-paragraph="true"><strong>Here are three new stories from <i>The Atlantic</i>:</strong></p><div class="ArticleLegacyHtml_root__WFd2I ArticleLegacyHtml_standard__kC_zi"><ul class=""><li><a href="https://www.theatlantic.com/ideas/archive/2024/11/pam-bondi-nominated-attorney-general/680768/">Pam Bondi’s comeback</a></li> <li><a href="https://www.theatlantic.com/politics/archive/2024/11/good-country-bad-choice/680743/">David Frum on a good country’s bad choice</a></li> <li><a href="https://www.theatlantic.com/politics/archive/2024/11/trump-promises-popularity/680730/">The Trump-Trumpist divide</a></li></ul></div><hr class="ArticleLegacyHtml_root__WFd2I ArticleLegacyHtml_standard__kC_zi"/><p class="ArticleParagraph_root__4mszW" data-flatplan-paragraph="true"><strong>Today’s News</strong></p><div class="ArticleLegacyHtml_root__WFd2I ArticleLegacyHtml_standard__kC_zi"><ol class=""><li>A New York judge said that he would <a href="https://www.npr.org/2024/11/22/g-s1-35393/donald-trump-sentencing-hush-money-case">indefinitely postpone sentencing</a> in the hush-money criminal case against President-Elect Donald Trump.</li> <li>Former Representative Matt Gaetz said that he <a href="https://www.cnn.com/2024/11/22/politics/gaetz-not-rejoining-congress/index.html">will not return to Congress</a> next year but will continue to work with the next Trump administration.</li> <li>Democratic Senator Bob Casey <a href="https://www.cnn.com/2024/11/21/politics/pennsylvania-senate-race-casey-concedes/index.html">conceded</a> the closely watched Pennsylvania Senate race to Dave McCormick last night.</li></ol></div><h2 class="ArticleHeading_root__WKbPJ ArticleHeading_hed1__1gTi1"></h2><hr class="ArticleLegacyHtml_root__WFd2I ArticleLegacyHtml_standard__kC_zi"/><p class="ArticleParagraph_root__4mszW" data-flatplan-paragraph="true"><strong>Dispatches </strong></p><div class="ArticleLegacyHtml_root__WFd2I ArticleLegacyHtml_standard__kC_zi"><ul class=""><li><a href="https://www.theatlantic.com/newsletters/sign-up/books-briefing/"><b>The Books Briefing</b></a><b>:</b> Cher’s memoir is a valuable document of a <a href="https://www.theatlantic.com/newsletters/archive/2024/11/books-briefing-teenager-cher-memoir/680771/">young girl thrust into the adult world</a>, Emma Sarappo writes.</li> <li><a href="https://www.theatlantic.com/newsletters/sign-up/atlantic-intelligence/"><b><i>Atlantic</i> Intelligence</b></a><b>: </b>Alex Reisner’s <a href="https://www.theatlantic.com/technology/archive/2024/11/opensubtitles-ai-data-set/680650/">recent investigation</a> for <i>The Atlantic </i>found that dialogue from tens of thousands of movies and TV shows has been harvested—without permission—by big tech companies, Damon Beres <a href="https://www.theatlantic.com/newsletters/archive/2024/11/why-that-chatbot-is-so-good-at-imitating-bart-simpson/680775/">writes</a>.</li></ul></div><p class="ArticleParagraph_root__4mszW" data-flatplan-paragraph="true"><em><a data-event-element="inline link" href="https://link.theatlantic.com/click/29767897.0/aHR0cHM6Ly93d3cudGhlYXRsYW50aWMuY29tL25ld3NsZXR0ZXJzLz91dG1fc291cmNlPW5ld3NsZXR0ZXImdXRtX21lZGl1bT1lbWFpbCZ1dG1fY2FtcGFpZ249YXRsYW50aWMtZGFpbHktbmV3c2xldHRlciZ1dG1fY29udGVudD0yMDIyMTEyMQ/61813432e16c7128e42f4628B52865c35">Explore all of our newsletters here.</a></em></p><hr class="ArticleLegacyHtml_root__WFd2I ArticleLegacyHtml_standard__kC_zi"/><p class="ArticleParagraph_root__4mszW" data-flatplan-paragraph="true"><strong>Evening Read</strong></p><div class="ArticleInlineFigure_root__hYQJP ArticleInlineFigure_alignWell__tK_8_" data-flatplan-inline_image="true"><figure class="ArticleInlineFigure_figure__qmYhH" style="--imageWidth:4800px;max-width:4800px"><picture class="ArticleInlineImagePicture_picture__SVXJ7" style="padding-bottom:56.25%"><img alt="Paul Mescal in Gladiator II" loading="lazy" class="Image_root__XxsOp Image_lazy__hYWHV ArticleInlineImagePicture_image__I79fR" srcSet="https://cdn.theatlantic.com/media/img/mt/2024/11/HR_GladiatorII/original.jpg" src="https://cdn.theatlantic.com/media/img/mt/2024/11/HR_GladiatorII/original.jpg" width="4800" height="2700"/></picture><figcaption class="ArticleInlineFigure_figcaption__kxSCW ArticleInlineFigure_alignWell__tK_8_">Paramount Pictures</figcaption></figure></div><p class="ArticleParagraph_root__4mszW" data-flatplan-paragraph="true"><em>Gladiator II </em>Is More Than Just a Spectacle</p><p class="ArticleParagraph_root__4mszW" data-flatplan-paragraph="true"><i>By Shirley Li</i></p><div class="ArticleLegacyHtml_root__WFd2I ArticleLegacyHtml_standard__kC_zi"><blockquote class=""><p>Long before “thinking about the Roman empire” <a href="https://www.theatlantic.com/technology/archive/2023/09/men-think-about-roman-empire-tiktok-trend/675341/">became shorthand</a> for having a hyper-fixation, Ridley Scott turned the actual Roman empire into a mainstream obsession. In 2000, the director’s sword-and-sandal blockbuster <i>Gladiator</i> muscled its way into becoming that year’s second-highest-grossing film, before winning the Academy Award for Best Picture and cementing its status as—I’m just guessing here—your dad’s favorite movie of all time. “Are you not entertained?!” Russell Crowe’s Maximus goaded the crowd in a memorably rousing scene. We really were: Here was an almost absurdly simple tale of revenge that Scott, via visceral fight scenes (and real tigers), turned into a maximalist epic.</p> <p>For <i>Gladiator II</i>, now in theaters, Scott has somehow taken it a step further.</p></blockquote></div><p class="ArticleParagraph_root__4mszW" data-flatplan-paragraph="true"><a data-event-element="inline link" href="https://www.theatlantic.com/culture/archive/2024/11/gladiator-2-review/680772/">Read the full article.</a></p><p class="ArticleParagraph_root__4mszW" data-flatplan-paragraph="true"><b>More From <em>The Atlantic</em></b></p><div class="ArticleLegacyHtml_root__WFd2I ArticleLegacyHtml_standard__kC_zi"><ul class=""><li><a href="https://www.theatlantic.com/ideas/archive/2024/11/trump-cabinet-sexual-assault-allegations/680773/">The #MeToo Cabinet</a></li> <li><a href="https://www.theatlantic.com/technology/archive/2024/11/let-google-keep-chrome/680747/">The case against spinning off Chrome</a></li></ul></div><hr class="ArticleLegacyHtml_root__WFd2I ArticleLegacyHtml_standard__kC_zi"/><p class="ArticleParagraph_root__4mszW" data-flatplan-paragraph="true"><b>Culture Break</b></p><div class="ArticleInlineFigure_root__hYQJP ArticleInlineFigure_alignWell__tK_8_" data-flatplan-inline_image="true"><figure class="ArticleInlineFigure_figure__qmYhH" style="--imageWidth:2000px;max-width:2000px"><picture class="ArticleInlineImagePicture_picture__SVXJ7" style="padding-bottom:56.25%"><img alt="Two women lean on the hood of a car in Ireland and laugh" loading="lazy" class="Image_root__XxsOp Image_lazy__hYWHV ArticleInlineImagePicture_image__I79fR" srcSet="https://cdn.theatlantic.com/media/newsletters/2024/11/culture_11_22/original.jpg" src="https://cdn.theatlantic.com/media/newsletters/2024/11/culture_11_22/original.jpg" width="2000" height="1125"/></picture><figcaption class="ArticleInlineFigure_figcaption__kxSCW ArticleInlineFigure_alignWell__tK_8_">Rob Youngson / FX</figcaption></figure></div><p class="ArticleParagraph_root__4mszW" data-flatplan-paragraph="true"><b>Watch. </b><i>Say Nothing</i> (streaming on Hulu)<b> </b>captures <a data-event-element="inline link" href="https://www.theatlantic.com/culture/archive/2024/11/say-nothing-hulu-review/680706/">the struggle of separating</a> who you are from what you fight for.</p><p class="ArticleParagraph_root__4mszW" data-flatplan-paragraph="true"><b>Debate.</b> Jake Paul is an emblem of a generation starving for purpose while <a data-event-element="inline link" href="https://www.theatlantic.com/culture/archive/2024/11/jake-paul-mike-tyson-fight-logan-paul/680723/">gorging on spectacle</a>, Spencer Kornhaber writes.</p><p class="ArticleParagraph_root__4mszW" data-flatplan-paragraph="true"><a data-event-element="inline link" href="https://www.theatlantic.com/free-daily-crossword-puzzle/">Play our daily crossword.</a></p><hr class="ArticleLegacyHtml_root__WFd2I ArticleLegacyHtml_standard__kC_zi"/><p class="ArticleParagraph_root__4mszW" data-flatplan-paragraph="true"><i>Stephanie Bai contributed to this newsletter.</i></p><p class="ArticleParagraph_root__4mszW" data-flatplan-paragraph="true"><em>When you buy a book using a link in this newsletter, we receive a commission. Thank you for supporting </em>The Atlantic<em>.</em></p><div class="ArticleBody_divider__GpNxD" id="article-end"></div></section><div data-event-module="footer"><div class="ArticleWell_root__fueCa"><div data-event-module="author footer" class="ArticleFooter_authorFooter__5NsdY"><div class="SectionHeading_root__3GnqT"><h3 class="SectionHeading_heading__iNkek">About the Author</h3></div><div><div class="ArticleBio_root__ua8zj"><address id="article-writer-0" class="ArticleBio_author__6pDyl" data-event-element="author" data-event-position="1" data-flatplan-bio="true"><div class="ArticleBio_content__O0ZVF"><a class="ArticleBio_headshotContainer__Am2nR" href="https://www.theatlantic.com/author/lora-kelley/" data-event-element="image"><img alt="" loading="lazy" class="Image_root__XxsOp Image_lazy__hYWHV ArticleBio_headshot__6Aykd" src="https://cdn.theatlantic.com/thumbor/7JyRATGOloBI3DGuZ6y7y0xdsv4=/0x0:2160x2160/120x120/media/img/authors/2023/06/LK_Headshot/original.jpg" width="60" height="60"/></a><div class="ArticleBio_bioSection__Hef4P"><div data-flatplan-bio="true"><a href="https://www.theatlantic.com/author/lora-kelley/" class="author-link" data-label="https://www.theatlantic.com/author/lora-kelley/" data-action="click author - name" >Lora Kelley</a> is an associate editor at <em>The Atlantic </em>and<em> </em>an author of the <a href="https://www.theatlantic.com/newsletters/sign-up/atlantic-daily/"><em>Atlantic</em> Daily newsletter</a>.</div><div class="ArticleBio_moreStories__LKpwT"><p class="ArticleBio_contentHeading__cmbmT">More Stories</p><a class="ArticleBio_storyLink__xuRiU" href="https://www.theatlantic.com/newsletters/archive/2024/11/air-travel-trump-consumer-protection/680819/" data-event-element="more stories" data-event-position="1"><p>What Comes Next for Air Travel</p></a><a class="ArticleBio_storyLink__xuRiU" href="https://www.theatlantic.com/books/archive/2024/11/taylor-swift-celebrity-book-publishing-eras-tour/680797/" data-event-element="more stories" data-event-position="2"><p>Taylor Swift Is a Perfect Example of How Publishing Is Changing</p></a></div></div></div></address></div></div></div></div><div></div></div><gpt-ad class="GptAd_root__pAvcS ArticleInjector_root__I7x9v s-native s-native--standard s-native--streamline" format="injector" sizes-at-0="mobile-wide,native,house" targeting-pos="injector-most-popular" sizes-at-976="desktop-wide,native,house"></gpt-ad><div class="ArticleInjector_clsAvoider__dqIAm"></div></article><div></div></main><div></div><div></div></div></div><script id="__NEXT_DATA__" type="application/json">{"props":{"isLoggedIn":false,"hasPaywallAccess":false,"hasAdFree":false,"pageProps":{"id":"BlogArticle:680780","isTnfCompatible":true,"layout":"standard","hasMeter":true,"url":"https://www.theatlantic.com/newsletters/archive/2024/11/the-shopping-method-that-isnt-going-anywhere/680780/","dateModified":"2024-11-23T00:04:43Z","__typename":"BlogArticle","notFound":false,"urqlState":{"1233072622":{"data":"{\"article\":{\"__typename\":\"BlogArticle\",\"id\":\"BlogArticle:680780\",\"authors\":[{\"url\":\"https://www.theatlantic.com/author/lora-kelley/\",\"displayName\":\"Lora Kelley\",\"__typename\":\"Author\",\"id\":\"Author:24547\",\"biography\":{\"default\":\"\u003ca href=\\\"https://www.theatlantic.com/author/lora-kelley/\\\" class=\\\"author-link\\\" data-label=\\\"https://www.theatlantic.com/author/lora-kelley/\\\" data-action=\\\"click author - name\\\" \u003eLora Kelley\u003c/a\u003e is an associate editor at \u003cem\u003eThe Atlantic \u003c/em\u003eand\u003cem\u003e \u003c/em\u003ean author of the \u003ca href=\\\"https://www.theatlantic.com/newsletters/sign-up/atlantic-daily/\\\"\u003e\u003cem\u003eAtlantic\u003c/em\u003e Daily newsletter\u003c/a\u003e.\",\"__typename\":\"Biography\"},\"headshot\":{\"width\":120,\"height\":120,\"srcSet\":\"https://cdn.theatlantic.com/thumbor/7JyRATGOloBI3DGuZ6y7y0xdsv4=/0x0:2160x2160/120x120/media/img/authors/2023/06/LK_Headshot/original.jpg, https://cdn.theatlantic.com/thumbor/GCm7VFAda25sJaeHpZBt1-sMDRI=/0x0:2160x2160/240x240/media/img/authors/2023/06/LK_Headshot/original.jpg 2x\",\"url\":\"https://cdn.theatlantic.com/thumbor/7JyRATGOloBI3DGuZ6y7y0xdsv4=/0x0:2160x2160/120x120/media/img/authors/2023/06/LK_Headshot/original.jpg\",\"__typename\":\"BasicImage\"},\"river\":{\"edges\":[{\"cursor\":\"MjAyNC0xMS0yNiAxODozMzowMHw2ODA4MTk=\",\"node\":{\"id\":\"BlogArticle:680819\",\"title\":\"What Comes Next for Air Travel\",\"url\":\"https://www.theatlantic.com/newsletters/archive/2024/11/air-travel-trump-consumer-protection/680819/\",\"__typename\":\"BlogArticle\"},\"__typename\":\"PromoEdge\"},{\"cursor\":\"MjAyNC0xMS0yNiAwODowMDowMHw2ODA3OTc=\",\"node\":{\"id\":\"BlogArticle:680797\",\"title\":\"Taylor Swift Is a Perfect Example of How Publishing Is Changing\",\"url\":\"https://www.theatlantic.com/books/archive/2024/11/taylor-swift-celebrity-book-publishing-eras-tour/680797/\",\"__typename\":\"BlogArticle\"},\"__typename\":\"PromoEdge\"},{\"cursor\":\"MjAyNC0xMS0yMiAxODowOTowMHw2ODA3ODA=\",\"node\":{\"id\":\"BlogArticle:680780\",\"title\":\"The Shopping Method That Isn’t Going Anywhere\",\"url\":\"https://www.theatlantic.com/newsletters/archive/2024/11/the-shopping-method-that-isnt-going-anywhere/680780/\",\"__typename\":\"BlogArticle\"},\"__typename\":\"PromoEdge\"}],\"__typename\":\"RiverConnection\"},\"slug\":\"lora-kelley\",\"socialMedia\":[{\"platform\":\"TWITTER\",\"url\":\"https://twitter.com/loracorkelley\",\"__typename\":\"SocialMedia\"}]}],\"authorContext\":\"\",\"categories\":[{\"slug\":\"daily\",\"__typename\":\"Category\"}],\"content\":[{\"__typename\":\"ArticleLegacyHtml\",\"tagName\":\"DIV\",\"idAttr\":\"\",\"className\":\"\",\"style\":\"\",\"innerHtml\":\"\u003cp data-flatplan-paragraph=\\\"true\\\"\u003e\u003csmall\u003e\u003ci\u003eThis is an edition of \u003c/i\u003eThe Atlantic\u003ci\u003e Daily, a newsletter that guides you through the biggest stories of the day, helps you discover new ideas, and recommends the best in culture. \u003c/i\u003e\u003ca data-event-element=\\\"inline link\\\" data-gtm-vis-first-on-screen31117857_899=\\\"264409\\\" data-gtm-vis-has-fired31117857_899=\\\"1\\\" data-gtm-vis-recent-on-screen31117857_899=\\\"264409\\\" data-gtm-vis-total-visible-time31117857_899=\\\"100\\\" href=\\\"https://www.theatlantic.com/newsletters/sign-up/atlantic-daily/\\\"\u003e\u003ci\u003eSign up for it here.\u003c/i\u003e\u003c/a\u003e\u003c/small\u003e\u003c/p\u003e\"},{\"__typename\":\"ArticleParagraphContent\",\"subtype\":null,\"idAttr\":\"\",\"innerHtml\":\"J.Crew has 2.7 million followers on Instagram, and more than 300,000 on X. But earlier this fall, it \u003ca data-event-element=\\\"inline link\\\" href=\\\"https://www.wsj.com/style/fashion/j-crew-print-catalog-is-back-demi-moore-42f99c7c\\\"\u003eannounced\u003c/a\u003e that it was trying to reach prospective customers the old-fashioned way: by reviving its print catalog. In 2024, everyone shops online. But in recent years, some retailers have returned to the catalog as a way to attempt to grab a bit more of shoppers’ coveted attention. People can and do scroll past the endless stream of marketing emails and digital ads on their phone. But completely ignoring a catalog that appears on your stoop or in your mailbox is tougher. Simply put, you have to pick it up, even if you are planning to throw it in the recycling bin—and brands hope that you might flip through some glossy photos along the way.\"},{\"__typename\":\"ArticleParagraphContent\",\"subtype\":null,\"idAttr\":\"\",\"innerHtml\":\"Catalogs’ heyday came before the financial crisis—but they \u003ca data-event-element=\\\"inline link\\\" href=\\\"https://www.theatlantic.com/magazine/archive/2020/03/why-restoration-hardware-sends-catalogs-the-size-of-a-toddler/605524/\\\"\u003enever fully went away\u003c/a\u003e, and billions have been sent to American consumers every year since. The catalogs of 2024, in part a nostalgia play for those who grew up with the trend, are generally sent to targeted lists of customers who have either shopped with a brand in the past or are deemed plausible future buyers. Some retailers are maintaining what they’ve always done: Neiman Marcus, for example, continues to send a catalog, even as some of its peers have stopped. Both traditional and digital-first companies use catalogs: Amazon has issued a toy catalog since 2018. Brands have started playing with the format too, taking the concept beyond a straightforward list of products: Patagonia puts out a catalog that it \u003ca data-event-element=\\\"inline link\\\" href=\\\"https://www.patagonia.com/catalog-request/\\\"\u003ecalls\u003c/a\u003e a “bona fide journal,” featuring “stories and photographs” from contributors. Many of these catalogs don’t even include information about pricing; shoppers have to go to the website for that.\"},{\"__typename\":\"ArticleParagraphContent\",\"subtype\":null,\"idAttr\":\"\",\"innerHtml\":\"Amanda Mull, writing in \u003ci\u003eThe Atlantic\u003c/i\u003e in early 2020, \u003ca data-event-element=\\\"inline link\\\" href=\\\"https://www.theatlantic.com/magazine/archive/2020/03/why-restoration-hardware-sends-catalogs-the-size-of-a-toddler/605524/\\\"\u003eforetold\u003c/a\u003e a new golden era of catalogs—brands at the time were becoming “more desperate to find ways to sell their stuff without tithing to the tech behemoths.” Since then, the pandemic has only turbocharged consumers’ feelings of overwhelm with online shopping. Immediate purchase is not necessarily the goal; these catalogs are aiming to build a relationship that might lead to future orders, Jonathan Zhang, a marketing professor at Colorado State University, told me. The return on investment for companies is pretty good, Zhang has found, especially because more sophisticated targeting and measurement means that brands aren’t spending time appealing to people who would never be interested (this also means that less paper is wasted than in the free-for-all mailer days, he noted).\"},{\"__typename\":\"ArticleParagraphContent\",\"subtype\":null,\"idAttr\":\"\",\"innerHtml\":\"With catalogs, brands are supplementing, not replacing, e-commerce: Zhang’s experiments with an e-commerce retailer \u003ca data-event-element=\\\"inline link\\\" href=\\\"https://hbr.org/2022/07/how-paper-catalogs-remain-relevant-in-a-digital-age?registration=success\\\"\u003efound\u003c/a\u003e that over a period of six months starting in late 2020, people who received both catalogs and marketing emails from a retailer made 24 percent more purchases than those who received only the emails. A spokesperson for J.Crew told me that following the catalog relaunch, the brand saw a nearly 20 percent rise in reactivated customers, adding that this fall, 11 percent more consumers had a positive impression of the J.Crew brand compared with last year. E-commerce is the undeniable center of shopping in 2024, so brands are finding creative ways to use in-person methods to build on its success—including, as I’ve \u003ca data-event-element=\\\"inline link\\\" href=\\\"https://www.theatlantic.com/newsletters/archive/2024/09/stores-are-small-now/679705/\\\"\u003ewritten\u003c/a\u003e, reimagining the brick-and-mortar store.\"},{\"__typename\":\"ArticleParagraphContent\",\"subtype\":null,\"idAttr\":\"\",\"innerHtml\":\"A well-designed catalog may appeal to some of the same sensory instincts that enchant die-hard in-person shoppers. Catalogs work especially well for certain types of products: Zhang said that “hedonic” categories of goods—luxury clothing, perfumes, vacation packages, chocolate—are some of the best fits for stories and photos in a print format. (I smile when I think of Elaine taking this type of luxury marketing to \u003ca data-event-element=\\\"inline link\\\" href=\\\"https://www.youtube.com/watch?v=eiBuckMLrLY\\\"\u003eparody levels\u003c/a\u003e in her stint running a catalog on \u003ci\u003eSeinfeld\u003c/i\u003e.) Zhang himself has been wooed by such a campaign: Around February of this year, he received a mailer from a cruise company (one he had never interacted with in the past). He spent a few minutes flipping through. In August, when he started thinking about planning a winter vacation for his family, he remembered the catalog and visited the company’s website. “That few minutes was long enough for me to kind of encode this information in my memory,” he said. He decided to book a trip.\"},{\"__typename\":\"ArticleParagraphContent\",\"subtype\":null,\"idAttr\":\"\",\"innerHtml\":\"The catalog has moved forward in fits and starts: 30 years ago, they were the central way to market a product directly to consumers. Then the pendulum swung hard toward online ads. Now we may start to see more of a balance between the two. Some of us would rather turn away from advertising altogether. But if brands are going to find us anyway, print catalogs could add a little more texture to the experience of commerce.\"},{\"__typename\":\"ArticleParagraphContent\",\"subtype\":null,\"idAttr\":\"\",\"innerHtml\":\"\u003cb\u003eRelated:\u003c/b\u003e\"},{\"__typename\":\"ArticleLegacyHtml\",\"tagName\":\"UL\",\"idAttr\":\"\",\"className\":\"\",\"style\":\"\",\"innerHtml\":\"\u003cli\u003e\u003ca href=\\\"https://www.theatlantic.com/magazine/archive/2020/03/why-restoration-hardware-sends-catalogs-the-size-of-a-toddler/605524/\\\"\u003eWhy the Restoration Hardware catalog won’t die\u003c/a\u003e\u003c/li\u003e \u003cli\u003e\u003ca href=\\\"https://www.theatlantic.com/newsletters/archive/2024/09/stores-are-small-now/679705/\\\"\u003eStores are small now.\u003c/a\u003e\u003c/li\u003e\"},{\"__typename\":\"ArticleHeading\",\"headingSubtype\":\"HED1\",\"idAttr\":\"\",\"innerHtml\":\"\"},{\"__typename\":\"ArticleLegacyHtml\",\"tagName\":\"HR\",\"idAttr\":\"\",\"className\":\"\",\"style\":\"\",\"innerHtml\":\"\"},{\"__typename\":\"ArticleParagraphContent\",\"subtype\":null,\"idAttr\":\"\",\"innerHtml\":\"\u003cstrong\u003eHere are three new stories from \u003ci\u003eThe Atlantic\u003c/i\u003e:\u003c/strong\u003e\"},{\"__typename\":\"ArticleLegacyHtml\",\"tagName\":\"UL\",\"idAttr\":\"\",\"className\":\"\",\"style\":\"\",\"innerHtml\":\"\u003cli\u003e\u003ca href=\\\"https://www.theatlantic.com/ideas/archive/2024/11/pam-bondi-nominated-attorney-general/680768/\\\"\u003ePam Bondi’s comeback\u003c/a\u003e\u003c/li\u003e \u003cli\u003e\u003ca href=\\\"https://www.theatlantic.com/politics/archive/2024/11/good-country-bad-choice/680743/\\\"\u003eDavid Frum on a good country’s bad choice\u003c/a\u003e\u003c/li\u003e \u003cli\u003e\u003ca href=\\\"https://www.theatlantic.com/politics/archive/2024/11/trump-promises-popularity/680730/\\\"\u003eThe Trump-Trumpist divide\u003c/a\u003e\u003c/li\u003e\"},{\"__typename\":\"ArticleLegacyHtml\",\"tagName\":\"HR\",\"idAttr\":\"\",\"className\":\"\",\"style\":\"\",\"innerHtml\":\"\"},{\"__typename\":\"ArticleParagraphContent\",\"subtype\":null,\"idAttr\":\"\",\"innerHtml\":\"\u003cstrong\u003eToday’s News\u003c/strong\u003e\"},{\"__typename\":\"ArticleLegacyHtml\",\"tagName\":\"OL\",\"idAttr\":\"\",\"className\":\"\",\"style\":\"\",\"innerHtml\":\"\u003cli\u003eA New York judge said that he would \u003ca href=\\\"https://www.npr.org/2024/11/22/g-s1-35393/donald-trump-sentencing-hush-money-case\\\"\u003eindefinitely postpone sentencing\u003c/a\u003e in the hush-money criminal case against President-Elect Donald Trump.\u003c/li\u003e \u003cli\u003eFormer Representative Matt Gaetz said that he \u003ca href=\\\"https://www.cnn.com/2024/11/22/politics/gaetz-not-rejoining-congress/index.html\\\"\u003ewill not return to Congress\u003c/a\u003e next year but will continue to work with the next Trump administration.\u003c/li\u003e \u003cli\u003eDemocratic Senator Bob Casey \u003ca href=\\\"https://www.cnn.com/2024/11/21/politics/pennsylvania-senate-race-casey-concedes/index.html\\\"\u003econceded\u003c/a\u003e the closely watched Pennsylvania Senate race to Dave McCormick last night.\u003c/li\u003e\"},{\"__typename\":\"ArticleHeading\",\"headingSubtype\":\"HED1\",\"idAttr\":\"\",\"innerHtml\":\"\"},{\"__typename\":\"ArticleLegacyHtml\",\"tagName\":\"HR\",\"idAttr\":\"\",\"className\":\"\",\"style\":\"\",\"innerHtml\":\"\"},{\"__typename\":\"ArticleParagraphContent\",\"subtype\":null,\"idAttr\":\"\",\"innerHtml\":\"\u003cstrong\u003eDispatches \u003c/strong\u003e\"},{\"__typename\":\"ArticleLegacyHtml\",\"tagName\":\"UL\",\"idAttr\":\"\",\"className\":\"\",\"style\":\"\",\"innerHtml\":\"\u003cli\u003e\u003ca href=\\\"https://www.theatlantic.com/newsletters/sign-up/books-briefing/\\\"\u003e\u003cb\u003eThe Books Briefing\u003c/b\u003e\u003c/a\u003e\u003cb\u003e:\u003c/b\u003e Cher’s memoir is a valuable document of a \u003ca href=\\\"https://www.theatlantic.com/newsletters/archive/2024/11/books-briefing-teenager-cher-memoir/680771/\\\"\u003eyoung girl thrust into the adult world\u003c/a\u003e, Emma Sarappo writes.\u003c/li\u003e \u003cli\u003e\u003ca href=\\\"https://www.theatlantic.com/newsletters/sign-up/atlantic-intelligence/\\\"\u003e\u003cb\u003e\u003ci\u003eAtlantic\u003c/i\u003e Intelligence\u003c/b\u003e\u003c/a\u003e\u003cb\u003e: \u003c/b\u003eAlex Reisner’s \u003ca href=\\\"https://www.theatlantic.com/technology/archive/2024/11/opensubtitles-ai-data-set/680650/\\\"\u003erecent investigation\u003c/a\u003e for \u003ci\u003eThe Atlantic \u003c/i\u003efound that dialogue from tens of thousands of movies and TV shows has been harvested—without permission—by big tech companies, Damon Beres \u003ca href=\\\"https://www.theatlantic.com/newsletters/archive/2024/11/why-that-chatbot-is-so-good-at-imitating-bart-simpson/680775/\\\"\u003ewrites\u003c/a\u003e.\u003c/li\u003e\"},{\"__typename\":\"ArticleParagraphContent\",\"subtype\":null,\"idAttr\":\"\",\"innerHtml\":\"\u003cem\u003e\u003ca data-event-element=\\\"inline link\\\" href=\\\"https://link.theatlantic.com/click/29767897.0/aHR0cHM6Ly93d3cudGhlYXRsYW50aWMuY29tL25ld3NsZXR0ZXJzLz91dG1fc291cmNlPW5ld3NsZXR0ZXImdXRtX21lZGl1bT1lbWFpbCZ1dG1fY2FtcGFpZ249YXRsYW50aWMtZGFpbHktbmV3c2xldHRlciZ1dG1fY29udGVudD0yMDIyMTEyMQ/61813432e16c7128e42f4628B52865c35\\\"\u003eExplore all of our newsletters here.\u003c/a\u003e\u003c/em\u003e\"},{\"__typename\":\"ArticleLegacyHtml\",\"tagName\":\"HR\",\"idAttr\":\"\",\"className\":\"\",\"style\":\"\",\"innerHtml\":\"\"},{\"__typename\":\"ArticleParagraphContent\",\"subtype\":null,\"idAttr\":\"\",\"innerHtml\":\"\u003cstrong\u003eEvening Read\u003c/strong\u003e\"},{\"__typename\":\"ArticleInlineImage\",\"width\":4800,\"height\":2700,\"attributionText\":\"\",\"captionText\":\"Paramount Pictures\",\"alignment\":null,\"url\":\"https://cdn.theatlantic.com/media/img/mt/2024/11/HR_GladiatorII/original.jpg\",\"srcSet\":\"https://cdn.theatlantic.com/media/img/mt/2024/11/HR_GladiatorII/original.jpg\",\"altText\":\"Paul Mescal in Gladiator II\",\"clickthroughUrl\":\"\",\"crop\":null},{\"__typename\":\"ArticleParagraphContent\",\"subtype\":null,\"idAttr\":\"\",\"innerHtml\":\"\u003cem\u003eGladiator II \u003c/em\u003eIs More Than Just a Spectacle\"},{\"__typename\":\"ArticleParagraphContent\",\"subtype\":null,\"idAttr\":\"\",\"innerHtml\":\"\u003ci\u003eBy Shirley Li\u003c/i\u003e\"},{\"__typename\":\"ArticleLegacyHtml\",\"tagName\":\"BLOCKQUOTE\",\"idAttr\":\"\",\"className\":\"\",\"style\":\"\",\"innerHtml\":\"\u003cp\u003eLong before “thinking about the Roman empire” \u003ca href=\\\"https://www.theatlantic.com/technology/archive/2023/09/men-think-about-roman-empire-tiktok-trend/675341/\\\"\u003ebecame shorthand\u003c/a\u003e for having a hyper-fixation, Ridley Scott turned the actual Roman empire into a mainstream obsession. In 2000, the director’s sword-and-sandal blockbuster \u003ci\u003eGladiator\u003c/i\u003e muscled its way into becoming that year’s second-highest-grossing film, before winning the Academy Award for Best Picture and cementing its status as—I’m just guessing here—your dad’s favorite movie of all time. “Are you not entertained?!” Russell Crowe’s Maximus goaded the crowd in a memorably rousing scene. We really were: Here was an almost absurdly simple tale of revenge that Scott, via visceral fight scenes (and real tigers), turned into a maximalist epic.\u003c/p\u003e \u003cp\u003eFor \u003ci\u003eGladiator II\u003c/i\u003e, now in theaters, Scott has somehow taken it a step further.\u003c/p\u003e\"},{\"__typename\":\"ArticleParagraphContent\",\"subtype\":null,\"idAttr\":\"\",\"innerHtml\":\"\u003ca data-event-element=\\\"inline link\\\" href=\\\"https://www.theatlantic.com/culture/archive/2024/11/gladiator-2-review/680772/\\\"\u003eRead the full article.\u003c/a\u003e\"},{\"__typename\":\"ArticleParagraphContent\",\"subtype\":null,\"idAttr\":\"\",\"innerHtml\":\"\u003cb\u003eMore From \u003cem\u003eThe Atlantic\u003c/em\u003e\u003c/b\u003e\"},{\"__typename\":\"ArticleLegacyHtml\",\"tagName\":\"UL\",\"idAttr\":\"\",\"className\":\"\",\"style\":\"\",\"innerHtml\":\"\u003cli\u003e\u003ca href=\\\"https://www.theatlantic.com/ideas/archive/2024/11/trump-cabinet-sexual-assault-allegations/680773/\\\"\u003eThe #MeToo Cabinet\u003c/a\u003e\u003c/li\u003e \u003cli\u003e\u003ca href=\\\"https://www.theatlantic.com/technology/archive/2024/11/let-google-keep-chrome/680747/\\\"\u003eThe case against spinning off Chrome\u003c/a\u003e\u003c/li\u003e\"},{\"__typename\":\"ArticleLegacyHtml\",\"tagName\":\"HR\",\"idAttr\":\"\",\"className\":\"\",\"style\":\"\",\"innerHtml\":\"\"},{\"__typename\":\"ArticleParagraphContent\",\"subtype\":null,\"idAttr\":\"\",\"innerHtml\":\"\u003cb\u003eCulture Break\u003c/b\u003e\"},{\"__typename\":\"ArticleInlineImage\",\"width\":2000,\"height\":1125,\"attributionText\":\"\",\"captionText\":\"Rob Youngson / FX\",\"alignment\":null,\"url\":\"https://cdn.theatlantic.com/media/newsletters/2024/11/culture_11_22/original.jpg\",\"srcSet\":\"https://cdn.theatlantic.com/media/newsletters/2024/11/culture_11_22/original.jpg\",\"altText\":\"Two women lean on the hood of a car in Ireland and laugh\",\"clickthroughUrl\":\"\",\"crop\":null},{\"__typename\":\"ArticleParagraphContent\",\"subtype\":null,\"idAttr\":\"\",\"innerHtml\":\"\u003cb\u003eWatch. \u003c/b\u003e\u003ci\u003eSay Nothing\u003c/i\u003e (streaming on Hulu)\u003cb\u003e \u003c/b\u003ecaptures \u003ca data-event-element=\\\"inline link\\\" href=\\\"https://www.theatlantic.com/culture/archive/2024/11/say-nothing-hulu-review/680706/\\\"\u003ethe struggle of separating\u003c/a\u003e who you are from what you fight for.\"},{\"__typename\":\"ArticleParagraphContent\",\"subtype\":null,\"idAttr\":\"\",\"innerHtml\":\"\u003cb\u003eDebate.\u003c/b\u003e Jake Paul is an emblem of a generation starving for purpose while \u003ca data-event-element=\\\"inline link\\\" href=\\\"https://www.theatlantic.com/culture/archive/2024/11/jake-paul-mike-tyson-fight-logan-paul/680723/\\\"\u003egorging on spectacle\u003c/a\u003e, Spencer Kornhaber writes.\"},{\"__typename\":\"ArticleParagraphContent\",\"subtype\":null,\"idAttr\":\"\",\"innerHtml\":\"\u003ca data-event-element=\\\"inline link\\\" href=\\\"https://www.theatlantic.com/free-daily-crossword-puzzle/\\\"\u003ePlay our daily crossword.\u003c/a\u003e\"},{\"__typename\":\"ArticleLegacyHtml\",\"tagName\":\"HR\",\"idAttr\":\"\",\"className\":\"\",\"style\":\"\",\"innerHtml\":\"\"},{\"__typename\":\"ArticleParagraphContent\",\"subtype\":null,\"idAttr\":\"\",\"innerHtml\":\"\u003ci\u003eStephanie Bai contributed to this newsletter.\u003c/i\u003e\"},{\"__typename\":\"ArticleParagraphContent\",\"subtype\":null,\"idAttr\":\"\",\"innerHtml\":\"\u003cem\u003eWhen you buy a book using a link in this newsletter, we receive a commission. Thank you for supporting \u003c/em\u003eThe Atlantic\u003cem\u003e.\u003c/em\u003e\"}],\"editorialProject\":null,\"primaryCategory\":{\"isFranchise\":false,\"__typename\":\"Category\",\"displayName\":\"The Atlantic Daily\",\"url\":\"https://www.theatlantic.com/category/daily/\",\"slug\":\"daily\"},\"reviews\":[],\"embeds\":[],\"preview\":null,\"tags\":[{\"name\":\"fashion\",\"url\":null,\"__typename\":\"Tag\",\"slug\":\"fashion\"},{\"name\":\"clothing\",\"url\":null,\"__typename\":\"Tag\",\"slug\":\"clothing\"},{\"name\":\"newspaper and magazine\",\"url\":null,\"__typename\":\"Tag\",\"slug\":\"newspaper-and-magazine\"},{\"name\":\"online shopping\",\"url\":null,\"__typename\":\"Tag\",\"slug\":\"online-shopping\"},{\"name\":\"magazine\",\"url\":null,\"__typename\":\"Tag\",\"slug\":\"magazine\"}],\"layout\":\"standard\",\"secondaryByline\":\"\",\"dek\":\"Some brands are returning to the print catalog in order to sell things on their terms.\",\"url\":\"https://www.theatlantic.com/newsletters/archive/2024/11/the-shopping-method-that-isnt-going-anywhere/680780/\",\"shareText\":\"The print catalog might feel like a relic of a bygone era, @loracorkelley writes in The Atlantic Daily. 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