The Return of the All-Scales Catalog

Atlas is always full of surprises, in part a result of our Marketing and Advertising staff’s relentless hunt for innovative, consumer-friendly ways to promote our ever-growing family of HO, N and O Scale products. As more lines and products are added to our “Family Tree,” it’s important to present them in a simple, complete format that’s easy on the eyes. That’s why we’ve gone “back to the future” with the July release of the Summer 2007 Atlas Quarterly Catalog

While this new, magazine style summer catalog includes HO & N Scale products only, it paves the way for our new quarterly All Scales Catalog, coming this fall, which will contain all Atlas HO, N & O Scale products in one convenient publication. (Atlas produced an All Scales Catalog prior to the introduction of Atlas O LLC in the 1990s.)

This new catalog format represents a significant departure from recent Atlas catalogs in content and organization, and is a direct response to suggestions from consumers and dealers. Completely re-designed with 54 full-color pages, it provides comprehensive information with clearly noted announcement dates, order deadlines and pricing.

“The new Atlas Quarterly Catalog shows what’s arriving in hobby stores in the immediate future,” said Atlas CEO Thomas W. Haedrich. “We believe it will result in more effective sales and efficient distribution of Atlas products. We revamped the entire catalog process based on feedback and our own ever-evolving business practices, and have built in more time to allow the collection and ordering of new Atlas products. The new format is also more economical, which further benefits the consumer by allowing Atlas to control printing and production costs.”

New sections include:

  • Product Highlights, (pp. 34-6), which provides in-depth features on certain new products,
  • A dedicated monthly arrivals section, (pp. 39-44), detailing when previously announced products will arrive at Atlas authorized hobby stores,
  • An up-to-date, complete track price list, (pp. 45-6) so customers know what Atlas track items are currently available,
  • A list of local dealers to aid in locating their nearest hobby store, (pp. 47–51)
  • Consumer order forms, (pp. 52-54), making it easy to formulate a list of products to pre-order and get it to dealers in a timely and organized manner.
  • The Atlas RR Report excerpt on p. 37 synopsizes examples of the “insider” stories about Atlas’ people and products, while the Atlas Modeler excerpt on p. 38 delves into the prototype history of Atlas products, examining actual prototypes behind the models.

“We proudly debuted this innovative new catalog design at the July NMRA convention in Detroit,” Tom continued. “The all-new All Scales Catalog , coming in October, will contain over 100 full-color pages, in a regular magazine size format, and will be widely distributed on a quarterly basis to both homes and hobby stores throughout the world.”

“Atlas is one of the few international model railroad manufacturers carrying comprehensive lines of N, HO and O scale model railroad products, which represents approximately 95% of U.S. model railroaders’ primary scale,” Tom continued. “In addition, a large percentage of enthusiasts model in multiple scales, thus encouraging Atlas to once again produce an All Scales Catalog to show the diverse lines of all Atlas products to the largest number of model railroad consumers.”

To get your copy of this inaugural publication, send $5 ($7 outside USA), to:

Atlas Model Railroad Co.
378 Florence Ave.
Hillside, NJ 07205.