Sitting Pretty

Sure Fit now uses a three-pronged approach to building its catalog business using print, TV and more recently, the Internet to generate catalog leads. Of the three prospecting media, print has the most productive cost per lead and cost per order. DRTV has the highest cost, but it drives a considerable amount of retail sales, which Toscanini says is hard to measure. And the Internet's contribution to prospecting efforts is still being gauged.