Catalog 56 was our most controversial catalog ever. It marked our move from black and white on newsprint to beautiful color on glossy paper. Believe it or not, we lost customers over this! Or so they said, we got lots of letters from people who said they were giving up on us because we dared to show the products in color. We have a feeling that they continued to order, but we don’t hold their initial resistance against them. Change is hard. In the end, it did help us gain new customers, but as this letter from inside the catalog points out, we mostly spread by one Archie McPhee customer finding a kindred spirit and sharing us.
I’ve procured a new sacrifice to the gods of silliness. He’s actually my math teacher (he grew enamored with your catalog after he confiscated it in class).
I also wanted to take this opportunity to thank you again for existing – you guys always make my week.