A Synergistic Approach

In addition to working the company’s databases, Country Store uses cross-marketing to leverage the publications against the catalog, says Minix. “First, we have a page in the magazines — internally we call it a promo page.” As noted earlier, the magazines don’t take advertising and never have. “This promo page is where we can showcase and sell some of the products from the catalog. It has a headline announcing what type of products are featured, depending on the issue. The section is presented by Country Store and has the catalog’s logo,” Minix explains.