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

In 1998, the company mailed about 30 million catalogs—not an astounding increase, but Plow & Hearth's sales topped $60 million in revenues, showing improved profitability. By taking control of data, Plow & Hearth has concentrated on the half-million 12-month buyers in its 1.5-million name house file. It also has developed sound models to take better advantage of co-op databases and other prospecting efforts.