Industry Eye: Prospecting - Paul Fredrick, GreatSkin, Zappos

“As opposed to an abrupt change from catalog to magalog, we see this as an evolution,” says Aaron Magness, who oversees business development and brand marketing at Zappos.

The magalog lets Zappos tell its story creatively to people who may be more used to catalog shopping than online. Two versions — one of active wear and accessories, the other casual — went to several hundred thousand targeted prospects (and a few customers) on a list compiled by targeted custom media solutions provider King Fish, who provided creative and strategic direction as well.