Profile on Plow & Hearth--Reaping What You Sow (2,623 words)

A Database Kindles Growth

After reaching a circulation of 15 to 20 million in 1994, the next stage in Plow & Hearth's growth wasn't increasing the quantity of mailings, but improving the efficiency and effectiveness of the books it did mail. The spark? Database management.

"I came on board as the company started to hit its stride from a merchandising standpoint," says David Hay, director of database management for Plow & Hearth. "There were several factors that led to growth."