ACP still deciding who will print for its new catalogues division

There's a new name in catalogues with ACP Magazines setting up a 'one-stop shop' for publishing, design and marketing headed by an ex PMP and RR Donnelley man.

The newly appointed general manager of catalogues, Mark Paton, said ACP's media experience gave it a deep understanding of how to write, design and sell printed material.

"This organisation has a phenomenal wealth of research that it undertakes as part of its day-to-day business," he told ProPrint.

Paton has previously held senior roles at RR Donnelley, PMP, Pacific Magazines and Hardie Grant.

He said ACP would make its catalogues more appealing by adding quality editorial and integrating them with its new augmented reality app, Viewa. Unlike QR codes, Viewa doesn't require barcodes or watermarks.

ACP has not signed a printing contract, according to Paton, who added that printing might even be done "on a case-by-case basis".

He said the publisher had yet to calculate how many catalogues it would produce this year, but was confident the sector had a bright future.

"It's not a value-add to other things – it's a serious business venture in its own right," he said.

"They're still a very, very efficient and cost-effective way of marketing products to consumers and continue to be heavily supported by retailers."

Australian Catalogue Association chief executive Ken Bishop told ProPrint that ACP's move into catalogues confirmed the appeal of the channel.

"We continue to see time and time again how effective catalogues are," he said. "They continue to be used best as part of a multi-channel offering."

Catalogues enjoyed a "modest growth" in volumes in 2011-12 and looked likely to continue growing this year, he added.

Meanwhile, Bishop said judging had now concluded for this year's Australian Catalogue Awards with more than 640 entries received.

The 21st annual awards night will be held in Melbourne on 10 August. The event will be hosted by comedian Dave O'Neil.