Kayaking, Partying & Profits

Last year, however, States reeled the prospecting in, returning to a circulation level of nearly 400,000. “We took a different tactic, trying to get the money back we invested in prospecting in 2005, while also focusing on strategic Web marketing and viral marketing,” he says.

Whereas an After 5 catalog mailed each month in ’05, the company last year only mailed for Mother’s Day, Father’s Day and spring-summer editions, in addition to three books from Nov. 1 through mid-December.