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7 Things You Need to Know About the Master Catalog

We started 2023 with an all-new McNICHOLS® Master Catalog, but there’s more to this shopping guide than first meets the eye.

2023 McNICHOLS® Master Catalog

At McNICHOLS, one of the most wonderful times of the year is Master Catalog season! We started 2023 with an all-new McNICHOLS® Master Catalog, but there’s more to this shopping guide than first meets the eye. Today, we’re sharing some of our favorite facts about the annual publication.

1. The Master catalog has been around since 1967.

The original Master Catalog was mailed out to about 7,500 people just 15 years after the company was founded. As we found out, the Master Catalog was a considerable success in the way it helped customers browse McNICHOLS inventory! By 1969, the company experienced record-breaking growth and knew that it had to step up catalog production.

2. It’s where "The Hole Story" began.

In 1975, our founder, Bob McNichols, decided to create a trademark for the company. Based on the presence of holes in our products, he chose to describe the mission of our company as The Hole Story®. That year, we debuted the trademark in our Master Catalog, and it has been with the company ever since.

3. the catalog went digital for the first time in 1997.

As the company prepared for the turn of the century, we decided it was time to make some technological updates! That year, we created a CD-ROM version of the Master Catalog for use on our associates’ computers. Fortunately, our downloadable PDF and online versions were introduced several years later (and we don’t have to worry about disc scratches anymore)!

4. It has (even more) enhanced product imagery in 2023.

Our robust product illustrations and 3D renderings will help you get the details you need for your 2023 projects. These images provide a realistic perspective of nearly all of our product lines. These 3D product renders accurately reflect the material, shape, and size of each of our McNICHOLS® Hole Products.

5. It is produced with sustainability in mind.

In addition to providing digital versions, a number of eco-friendly practices go in to making the McNICHOLS catalogs. We work with printers who are certified by the Forest Stewardship Council and practice production methods that reduce print order overruns and waste. Several times a year, we cleanse our mailing lists to decrease the amount of printed material we mail. We’ve even taken steps to use more sustainable paper and materials!

6. It’s going back to the basics in 2023.

In mid-September of 2022, McNICHOLS introduced a new Brand Mark and web experience to customers. This year, we're providing you with an even more seamless experience between our catalog and With an upgraded design, and more terminology, formulas, and illustrations, we are confident you will find the 2023 Master Catalog to be a helpful resource for your upcoming projects.

7. It's not the only one.

While our Master Catalog encompasses a wide variety of technical resources and product information, we also have catalogs that dive deeper into some of our popular product lines. Our Designer Metals Catalog exhibits decorative Perforated Metal, Wire Mesh and Expanded Metal.

Now that you’ve learned about the history and role of the McNICHOLS® Master Catalog, we invite you to take a look at it for yourself! To explore the industry and product resources in our revamped publication, request a copy or view the digital version now!