Sitting Pretty

Print Ads Started the Catalog

When Sure Fit launched its catalog in 1996, it started its marketing campaign by placing a 2˝ x 2˝ print ad in decorating magazine Country Living. The plan was to generate catalog requests, recalls Toscanini.

The ad, which cost the company $6,000 to place, brought in a whopping $25,000 in orders. "We knew we had a business," Toscanini says of the catalog's launch.