A Chat With May's Profile, John Doheny, CEO, Doheny's Water Warehouse

CS: Have the rising costs of mailing catalogs forced Water Warehouse to invest more heavily into online marketing (e.g., e-mail, search)?
JD: We’ve cut many expenses on the print side and have really enhanced our circ strategy, so any future large savings is limited on that side. All current investment is going entirely into our Web marketing plan of e-mail, search, Web content, among other things. We feel this shift will only continue and accelerate as people go to the Web first for many routine purchases. How we make this more effective for our business is the question.