E-commerce: Winning the War

In the case of Williams-Sonoma, its 18-percent increase was less than its increase in circulation, and The Sharper Image’s fabulous 42-percent increase was just a part of its spectacular 2000. Overall, phone/mail orders grew a meager average of 4 percent for all seven.

Conclusion #1: If you are not charging your Internet profit and loss with a good chunk of catalog advertising costs or crediting your catalog P&L with Web sales, you’re misleading yourself.