Special Report: Paper

White Flower Farm, a Torrington, Conn.-based plants and gardening products cataloger, focuses on making the best use possible of the company’s Web site. “You have to evaluate whether all of those products you put in print deserve to be in print, and you tie that in with your Web site,” says President/CEO Lorraine Calder. “We’re looking at that, as well as how many books go in the mail [and] how frequently to remail the housefile. Or, if we can effectively let people know about the product in a smaller amount of print space, then they can go to our Web site for more details.”