Cover Story: Full Speed Ahead

The company's goal is to get its website to account for 40 percent of sales this year, leaving the majority of sales for the catalogs to generate. With a somewhat aging customer demographic in its mid-40s and up, J&P has no immediate plans to abandon print. "The catalog is still the backbone of our business," Parham says. "We're trying to move our sales online more consistently, but reinforce that effort with the catalog and the combination of the two."