So you want to launch a catalog now?

By Susan McIntyre

• people who love to read;
• baby boomer women who need moderately priced sportswear; and
• guys who love cars.

These are easy to find through traditional prospecting. But if your product line is perfect only for left-handed redheads who collect matchbooks, even if there are a lot of them, they’re going to be hard to find among rented lists and package inserts. Product lines for such specialized audiences may be better on the Web, where customers will search for you.