What Sells Where?

A good example might be using your Web site best-seller reports to expand or shrink categories in your catalog. A “tried and proven” Web product becomes a great candidate for your next catalog — a lot of the risk has been removed already.

Sidney Bakke, a veteran buyer for The Smithsonian Catalogue, points out that in some instances, the Smithsonian will feature a collection of its books or licensed products on its Web site. Most likely, only three or four of the products will have sufficient online sales to make it into a future catalog.