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

"We always change the cover," explains Hay. "[Now] we're starting to, more frequently, version catalogs within the season by adding more pages with new merchandise as it becomes more seasonally appropriate and removing merchandise as it becomes less seasonally appropriate."

The company has found that versioning is a very effective way of boosting response, and is likely to turn to current printer Quad/Graphics to do more.