Outlook 2010: Prognosis: Baby Steps
Industry insiders only see a modest uptick this year over last; further shift from print and store to digital inevitable
"Given the circumstances we faced in holiday 2009, I'm not disappointed with our results," says Jean Giesmann, executive creative director for Stony Creek Brands, which goes to market with the Uno Alla Volta and Cooking Enthusiast catalogs and online brands. "Our '09 forecasts were more realistic, and demand was closer to plan than '08. We did our best to reduce costs wherever possible and, as a result, have a stronger bottom line on ?less demand."
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