U.S. Postal Service

For the Birds and Cats and Dogs and Rabbits...
April 1, 1999

To stay true to its evolving mission,the ASPCA publications undergo a paradigm shift. Any association publications don't think big," notes Oriol Gutierrez, director of publications production services for the New York City-based American Society for the Prevention of Cruelty to Animals (ASPCA). "They think of themselves as just association publications, ... that their role is to ... get the news out to their membership, and that's probably sufficient. "We'd like to have the look and feel of a consumer book (yet stay true to) our mission," he explains. Most association publications are membership-focused and concern-ed more with editorial content than overall design or