A Chat With January's Profile, Brendan Edgerton, vice president of direct marketing, Crutchfield Co. (Text & Audio)

CS: What's the page count on one of the big books?
BE: Two hundred and forty-four, and I think our second version step down from that is 196. Those would be the typical large formats for us.

CS: What customer demographics does Crutchfield target?
BE: We're probably about 80 percent male population, mostly affluent, single-family homeowners. There tends to be within the overall Crutchfield customer base a cohort of 18- to 34-year-old folks who are skewing towards that car audio product, MP3, iPods, GPS, etc. And then another cohort of heavily engaged enthusiasts, home audio folks, who would tend towards the higher ends of our JL Audio, PS Audio, Klipsch type of stuff. So kind of two different product segments within there that appeal to two different age ranges. It creates kind of an interesting customer life cycle within the Crutchfield buyer file.