Netting New Names in Lean Times

Larry Brown
founder, Whatever Works catalog
Market: business-to-consumer
Type of products: garden, home and pest-control items

Catalog Success: What do you think are the most popular prospecting media for catalogers today and why?
Brown: As always, it’s other catalogs and their databases and what works for you out of that. Generally speaking, an Internet buyer is not and never will be a catalog buyer, although getting a catalog order through the Internet is better for us as a business because it requires much less handling and [can generate] more profit.