Magellan's

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It should have such incredible perceived value that your visitors want to bookmark it By Denny Hatch When I travel, I like to bring my laptop so I can check e-mail and read English-language newspapers online. To do that, of course, I need the right phone jack for the country I'm visiting. Recently I went to Spain. Before I left, I visited the Web site for the Magellan's catalog, clicked on "Info Center," scrolled down the country guides list to Spain and found that Spanish telephones are accessible with the RJ-11 adapter used in the United States. Terrific! No order needed from

By Denny Hatch Periodically I get phone calls from fledgling entrepreneurs who have great products and want to get into direct mail. "What else have you got?" is always my first question. "Wha ... what do you mean?" "What other products?" "This is my only product." I say, "In the words of consultant Susan McIntyre: 'The key to long-term profitability is to build a large house list of repeat buyers.' That's true for any direct marketing business—catalog or otherwise." "But don't you want to hear about my product?" "What does it sell for?" "Uh, $20, maybe." "Test it in space," I tell

JOHN MCMANUS is celebrating a birthday. Ten years ago this October, he and his wife Gloria released their first catalog: a 32-page, black-and-white collection of products to make travel easier. They called their creation Magellan’s. Today, McManus sounds like a proud father when he notes, “We’ve been on the Inc. magazine list of the 500 fastest-growing companies three years in a row (1995-1997). That’s a figure that we don’t mind sharing.” The cataloger’s annual revenue is up to $25 million and print runs vary between two and three million catalogs, with mailings scheduled four to five times a year. “We’ll be doing 100 pages,