How Spiegel Recovered

In addition to revamping the Spiegel catalog, Madonna actively has sought positive public relations in the consumer media to return it to its former prominent public image. In fact, by modeling some of Spiegel catalog's turnaround efforts on what she did with the Newport News book's repositioning and moving the Spiegel operations into Newport News' headquarters, "It appears that the company has sort of flipped from the way it used to be under the old Spiegel Group," says Fingerhut's vice president of new business development, Scott Weiland, who served as Spiegel's director of new customer acquisition and new business development from 1999 to 2002.