Podcast Summary: Under the Influence with Terry O'Reilly

Episode: From Tiffany’s to Donkeys: Catalogues Rise Again

Release Date: February 14, 2026
Host: Terry O’Reilly, Apostrophe Podcast Network

Overview

In this nostalgic and insightful episode, Terry O’Reilly explores the forgotten yet surprisingly persistent world of printed catalogues, tracing their journey from 19th-century luxury books to the modern mailers arriving in your mailbox. Through fascinating stories, from Tiffany’s iconic Blue Book to the Sears catalogue’s social impact and the quirky J. Peterman story, the episode connects catalogues to wider trends in retail, marketing, infrastructure, and even social change.

Key Discussion Points & Insights

1. Catalogues at the Center of Iconic Stories (03:57–07:19)

• Opening Anecdote: The 1963 Klein Sporting Goods ad and its infamous connection to Lee Harvey Oswald, who used a mail order catalogue to acquire the rifle involved in the Kennedy assassination.
  • “Oswald picked that mail order rifle for one very specific reason. It was the cheapest one in the ad. Cost of the rifle, $12.88.” (06:43)
• Catalogues as “the Amazon of their time”—especially vital for rural life, expanding access to goods otherwise unavailable.

2. The Birth and Boom of Catalogues (07:33–15:33)

• Tiffany’s Blue Book (07:33–10:50):
  • First North American luxury catalogue, launched in 1845.
  • The Blue Book’s famous robin’s egg blue cover:
    • “Charles Tiffany chose that specific shade of blue to symbolize renewal and rarity… Tiffany would trademark that color as pantone color 1837, named for the year of the company's founding.” (09:30)
  • Symbol of exclusivity mailed to wealthy clients nationwide.
• Eaton’s Catalogue—Building a Nation (10:51–15:33):
  • Timothy Eaton’s mail-order innovation in Canada; cash-only, satisfaction guaranteed.
  • The catalogue’s expansion paralleled the growth of Canadian infrastructure: railways, roads, and postal services.
  • Not just a tool for commerce, but for new immigrants learning English and even as hockey shin pads!
  • “The catalog was more than a list. It served as reading material and a teaching tool for new immigrants.” (14:45)
  • Eaton’s catalogue discontinued in 1976 amid growing retail competition.

3. The Rise of Sears, Roebuck & Co. (18:25–23:10)

• Richard Sears and Mail-Order Entrepreneurship:
  • Sears started by selling watches, quickly expanding into a massive catalogue empire.
  • “The catalog proclaimed it contained the lowest prices on earth. Business was brisk, and in the 1890s, the Sears Roebuck catalog expanded… offering a mind boggling array of over 100,000 items.” (19:00)
• Social Impact on Rural Black Southerners:
  • The Rural Free Delivery Act enabled Sears to reach customers across the segregated South.
  • Sears accepted any written order, no matter the English quality, offering dignity and access.
  • “The Sears catalog gave African Americans a degree of anonymity and dignity. They could finally buy the same items anybody else could buy.” (22:40)
• Expanding Horizons:
  • Sold not just goods but ideals—pets, prefabricated homes, even live donkeys.
  • The Sears catalogue discontinued in 1993 due to changing shopping habits.

4. Canadian Tire and Modern Cataloguing (23:10–26:09)

• Canadian Tire’s mailers extended store reach, promoting everything from tires to almost everything else.
• Introduction of Canadian Tire money as a loyalty program was a cultural hit.
• A memorable 1990 TV ad, “Bike Story,” captured the emotional value of catalogue shopping:
  • [Recreated segment]
    • “I can still tell you the page number in that Canadian Tire catalog. That bike went everywhere with me…” (25:22)
• The catalogue was discontinued in 2008 as digital replaced print, but physical copies are now collectibles.

5. Catalogues in Pop Culture: The J. Peterman Story (28:09–31:36)

• The Real J. Peterman Catalog:
  • Known for its adventure-filled, cinematic copywriting (samples dramatically read on-air).
  • “Every item in the J. Peterman catalog sounded like an Ernest Hemingway novel.” (30:19)
• Seinfeld Connection:
  • Elaine’s employer on Seinfeld was based on the real-life company.
  • The show parodied Peterman’s flamboyant style; the real Peterman later made actor John O’Hurley a partner in the business.
  • “Truth is stranger than fiction. O’Hurley calls it the greatest act ever of identity theft.” (31:48)

6. The Resilient Power of Print (31:36–34:59)

• Print Catalogues Outlast Digital Ads:
  • Many brands—Tiffany’s, L.L. Bean, J. Crew, Harry Rosen—still mail catalogues.
  • “There’s something special about holding a physical catalog. While most of us scroll past digital ads in seconds, 69% of people spend between five and thirty minutes reading catalogs.” (32:42)
  • Print media generates more trust; Harvard Business Review noted a 24% increase in purchases when catalogues are combined with email.
  • Younger shoppers are embracing print, proving that catalogues still have marketing power in the digital age.

Notable Quotes & Memorable Moments

• On infrastructure and economic development:
  “Mail order catalogs fueled the expansion of agriculture and industry by providing rural areas with access to modern machinery. The massive success of catalogs also spurred the advancement of infrastructure.” (08:45)
• On the social impact of Sears:
  “The Sears catalog gave African Americans a degree of anonymity and dignity. They could finally buy the same items anybody else could buy.” (22:40)
• On the poetic excesses of J. Peterman:
  “Every item in the J. Peterman catalog sounded like an Ernest Hemingway novel.” (30:19)
• On the enduring power of catalogues:
  “There’s something special about holding a physical catalog. While most of us scroll past digital ads in seconds, 69% of people spend between five and thirty minutes reading catalogs. That’s a lot of engagement, and they linger longer in the home.” (32:42)

Important Timestamps

• Mail order marketing and Klein’s Sporting Goods/Oswald - 03:57–07:19
• Tiffany’s Blue Book beginnings - 07:33–10:50
• Rise and fall of Eaton’s catalogue - 10:51–15:33
• Richard Sears’ early days & expansion - 18:25–20:55
• Social impact on Black southerners and Sears' inclusivity - 21:45–22:50
• Canadian Tire catalogue & “Bike Story” commercial - 23:10–26:09
• J. Peterman, Seinfeld, and the art of catalogue copy - 28:09–31:36
• Print catalogues’ continued effectiveness & engagement stats - 32:42–34:50

Tone & Style

True to Terry O’Reilly’s trademark delivery, the episode is a blend of wit, nostalgia, and genuine affection for the tactile world of print, punctuated by modern marketing insight and a keen eye for the intersection of advertising, sociology, and culture.

Takeaway

Catalogues not only transformed retail but shaped infrastructure, literacy, and equality in North America. Despite digital dominance, their emotional appeal, credibility, and engagement keep them alive—proving that a good story, printed on good paper, still has the power to move both goods and hearts.