A Chat With March's Profile, Jason Blake, founder/president, The Pond Guy, Inc.

CS: How many SKUs on average appear in the catalog?
JB: There's 600 SKUs in the catalog; there might be 1,000 on the Web site. We've cut our catalog's size over the last year or so. We haven't eliminated products, but we've condensed — went to a little bit smaller catalog.

CS: Has the trim size of the book been reduced?
JB: No, the actual page count. We were at 72 [pages], now we're doing 60 [pages]. We actually added SKUs and went to less pages just by better design.