Catalogers Adapt Their Print Editions to Online Success

All for One and One for All

Brad Ekiss, director of catalog marketing at Bowling Green, Ky.-based camping equipment mailer Camping World, says the company tries to promote all of its channels in each individual channel. Camping World has a catalog, Web site and more than 40 stores. “We don’t structure the catalog so it’s totally one channel. In the catalog we talk about searching on the site to see more products, and play up the retail end. Certain portions of the catalog even specifically talk to retail customers.”