Austad’s new owner takes a swing at improving the golf catalog’s performance through new creative, list and merchandising strategies

By Alicia Orr , Editor In Chief and Catalog Success

According to Arett, the company has no plans to change its Web branding right now or abandon one name for the other. “Both brands have value, Austad’s and Mammoth. We need to wait and see how it [our investment in marketing] pays out. We don’t want to make any rash decisions.”

However, Arett admits that the eventual relationship between the Mammoth and Austad’s names and the catalog and the Web is uncertain. He says, “We’re trying to determine the effectiveness of catalog vs. advertising vs. portal agreements”—with the likes of AOL, Yahoo!, Golf Digest and USA Today.