Thinking Outside the Box

Another major challenge is cost control, Howard says. “Costs for paper and postage keep rising, so we’re always looking for ways to become more efficient and to cut waste.” For instance, Howard says, “recently, we dropped a lot of print advertising in newspapers and magazines in favor of online advertising.” Why the shift? “Unless you have solo product offers like the Franklin Mint does, it’s difficult to use that type of space advertising effectively.”