The Editor’s Take: A Lesson from the Trenches

There’s much to learn from Eric and his company’s success-in-the-makings. And since we certainly like to vary the mix of catalogers we profile from small to medium to large, I believe that a quirky company like After 5 will give you some ideas you can work with.

What’s more, you bigger folks can get something out of Eric’s story, too. “If people from larger catalog companies were to have the opportunity to sit down with him, they’d learn a lot,” says Mike Hayden, senior vice president of brokerage for the Millard Group, After 5’s list manager. “He needs to make every bullet count. He’s figured out how to do that, and is way ahead of most big company presidents out there, because they’re not getting their hands dirty the way he is.” (At press time, Hayden had just been named president of the newest of the catalog co-op databases, ALEXA Marketing — good luck, Mike.)