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

They looked closer at that negligible response, and found that among the 100,000 names, there were "enough lists that did pretty well and enough products that did pretty well." They decided to give it another shot with a refined strategy and list selection. They scratched together more capital, and a year later, dropped another 100,000 catalogs.