A Chat With April's Profile, Terry Powers, founder/president, ComputerGear

For instance, we've been a digest-size all along. It promotes the brand, it promotes the product categories and it's a part of our identity. Now to have to look at moving to a slim jim, because we've even tested a catalog digest-size, full-size to digest, and it was a wash. Our customers didn't have a preference. Having to move a size, we kind of lose a little bit of control over branding that way. They'll still take a slim jim and we'll still get the same response rates from it, but we've lost a little bit of our identity being in the pack with the rest of everyone else with the slim-jim size that they're going to go forward with.