1m89fv1

Catalog Success and Marketing INFORMATION Network ® present
The Greatest
Housefile-Growth
Rates Among Catalogers
On the following pages
you’ll find our thirdannual
ranking of the top
200 North American-based catalogs
as measured by recent housefilegrowth
rates.
An interesting trend we spotted
in the data this year is a large
amount (43) of home and garden
catalogs on the list. We think this
may be a domino effect from the
country’s low mortgage interest
rates in recent years that have, in
turn, produced record high levels
of homeownership. Thus, catalogers
selling home furnishings
and gardening products appear to
be on the happy end of that equation.
Moreover, apparel and food
remain strong categories (21 and
17 entries respectively).
One down note we noticed:
Most of the more than 1,067 catalogs
we tracked experienced
either no or negative housefilegrowth
rates last year. Hence, the
catalogers near the end of our Top
200 list experienced only about a 5
percent growth rate. This points to
the softness still present in the catalog
market.
Please keep the following
caveats in mind when perusing the
list. First, it contains only those catalogs
that have rented their housefiles
(or customer lists) during the
last year. And of those, it includes
only catalogers who record on both
their current and previous datacards
12-month housefile numbers
(or in rare occasions, six-month
numbers).
Second, the Top 200 list does not
account for seasonality. Our data partner,
Marketing INFORMATION
Network®, independently verifies
these data on a rotating basis
throughout the year. Hence, the
dates (noted in the “confirmed by”
columns) vary from catalog to catalog.
This is an important distinction
to keep in mind when comparing
the catalogs on the list.
With these caveats in mind, we
believe the following ranking is a
good preliminary measurement to
determine how some catalogers
fared in 2004.
—Donna Loyle, editor in chief,
Catalog Success
Important note: The information
in the following charts was taken
from the most current list rental
datacards and the prior datacards
for each of the catalogs named.
The datacards were provided
to Catalog Success by Marketing
INFORMATION Network®
(mIn; www.minokc.com). For
more on how mIn gathers these
data, please see “How mIn
Collects Data” on page 32, or contact
the company directly at (405)
516-1215. And for an explanation
of how this list was compiled,
please see page 32.
catalogsuccess.com 15

The Top 200 Catalogs
business-to-consumer
business-to-business
RANK
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Catalog
Recent 12-mth.
housefile and
month confirmed
Previous 12-mth.
housefile and
month confirmed
Percent
growth
Supergo
123,928 43,327 186 $120 cycling products 21st Century
10/04 1/04 Marketing
Gurney’s Seed & Nursery 525,825 213,961 145 $42 seeds & nursery products RMI Direct
1/05 1/04 Marketing
Road Runner Sports 854,940 353,191 142 $110 fitness gear Millard
10/04 10/03 Group
Outer Banks Outfitters
129,700 53,920 140 $196 boating & fishing gear List
1/05 12/03 Counsellors
Family Resources
104,325 43,940 137 $149 merchandise for American
7/04 1/04 home schoolers Name Services
Brookstone
245,858 111,077 121 $170 gifts & personal products Millard
12/04 1/04 Group
Mauna Loa
19,155 8,681 120 $75 food & flowers D-J Assoc.
7/04 12/03
Cody Mercantile
39,776 19,170 107 $68 general merchandise Millard
12/04 1/04 Group
J & R Music/ 848,884 412,326 105.9 $190 home entertainment & Statlistics
Computer World 12/04 10/03 computer items
Burpee
400,876 195,016 105.6 $40 seeds & nursery products Millard
12/04 8/03 Group
English Country 36,745 18,796 95 $83 gardening merchandise D-J Assoc.
Garden Store 1/05 12/03
Pottery Barn Kids
774,718 422,282 83 $170 children’s furnishings ClientLogic
12/04 1/04
Treasures from a 38,323 21,653 77 $115 gifts & home decor Mokrynski-
Bygone Era 11/04 11/03 direct
Whatever Works
35,590 20,177 76 $62 home products Mokrynski-
12/04 12/03 direct
Mary Maxim
185,000 109,267 69 $35 craft supplies Jordan Direct
12/04 1/04
Team One Newport
19,500 11,600 68 $120 sailing apparel & List
1/05 12/03 accessories Counsellors
Complements
161,263 96,022 67.9 $57 footwear Mokrynski-
12/04 12/03 direct
Stationery House
46,112 27,619 67 $130 business stationery Walter Karl
1/05 1/04
Tender Filet
30,800 18,500 66 $100 food SC List
12/04 12/03 Management
Recreational 202,469 122,159 65.7 $96 outdoor gear Millard
Equipment Inc. (REI) 12/04 10/03 Group
Average
order
value
Products
List
Manager
▼
#1 Supergo
Supergo is a multichannel retailer of
high-tech mountain and road bikes,
parts, apparel, tools, and accessories.
Founded in 1971, the company now
has 10 large-format bike shops in
California, Washington and Arizona in
addition to its thriving Internet and
catalog business.
Carrying both branded and
licensed merchandise, such as adidas,
Oakley, Schwinn and Shimano,
Supergo caters primarily to active,
affluent male cycling enthusiasts 35 to
54 years old.
Acquired by Chapel Hill, N.C.-based
Performance Inc. in 2002, Supergo
has pursued an aggressive strategy in
all areas of prospecting and circulation,
according to company spokesperson
Stuart Westland.
—Matt Griffin
16
catalog success • march 2005

The Top 200 Catalogs
business-to-consumer
business-to-business
RANK
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
Catalog
Graphik Dimensions
J & J Dog Supplies
Restoration Hardware
Ginny’s
Paragon
Figi’s*
Ballard Designs
Lehman’s
Home Focus
Sherwood Creations
Northstyle
Soy Matters
Century Photo Products
TravelSmith
Audubon Workshop
Homeland Authentics
Recent 12-mth.
housefile and
month confirmed
Previous 12-mth.
housefile and
month confirmed
Percent
growth
Average
order
value
Products
List
Manager
12,607 7,613 65.6 $95 picture frames D-J Assoc.
1/05 12/03
24,069 14,840 62 $52 pet products The Other
10/04 8/03 List Co.
187,819 119,404 57.3 $200 home furnishings Mokrynski-
12/04 1/04 direct
287,700 183,000 57.2 $100 general merchandise SC List
12/04 12/03 Management
669,053 429,847 55.6 $50 general merchandise D-J Assoc.
12/04 1/04
532,200 343,000 55.1 $83 food Adrea Rubin
1/05 12/03 Management
354,441 228,996 54 $200 gifts & home furnishings ALC of
1/05 12/03 New York LLC
57,226 37,552 52 $65 home & garden products Lenser
9/04 12/03
57,400 37,988 51 $50 home products NRL Direct
12/04 1/04
22,000 14,600 50 N/A woodcraft products Names and
12/04 1/04 Addresses
156,260 104,407 49.7 $81 apparel, gifts Mokrynski-
12/04 11/03 & jewelry direct
58,821 39,489 49 $90 soy & soy-based products Chilcutt Direct
1/05 7/03 Marketing
93,830 63,093 48 $50 storage solutions Lenser
12/04 1/04
417,790 285,424 46 $150 travel apparel & accessories ALC of
1/05 10/03 New York LLC
20,890 14,348 45 $43 birdhouses & accessories American
1/05 1/04 List Counsel
45,636 31,605 44 $110 African-American items Walter Karl
9/04 6/03
Mrs. Fields 116,963 81,583 43.4 $53 food D-J Assoc.
Gourmet Gifts 11/04 12/03
Pottery Barn
1,578,201 1,102,401 43.2 $230 home furnishings ClientLogic
12/04 11/03
Yves Rocher
599,932 420,767 42 $38 personal care products Adrea Rubin
1/05 1/04 Management
Southwest Indian 160,158 113,274 41.4 $85 Native-American products Mokrynski-
Foundation 12/04 12/03 direct
Shambhala Publications
39,833 28,187 41.3 N/A books Pacific Lists
10/04 10/03
*six-month buyers
(continued on page 21)
#34 TravelSmith
Now part of the Cornerstone family of catalogs,
TravelSmith was founded in 1992 by
Chuck Slaughter and Scott Sklar. This
Novato, Calif.-based catalog offers accessories
and apparel for travel. Its officials cite
the company’s recent success to prospecting
activities and a strong response from its customer
list to its 2004 offerings. “Increased
color choices in our women’s line; flattering
fashions offering excellent quality and value;
and new offerings such as our Women’s Swim
collection drove growth in our women’s business,”
noted Carol Seebach, PR coordinator.
Also, gifts and menswear recorded strong
response, she said.
—Donna Loyle
18
For 3M Circle 1 on Info Card on page 55
▼

The Top 200 Catalogs
business-to-consumer
business-to-business
RANK
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
Catalog
U.S. Cavalry
Recent 12-mth.
housefile and
month confirmed
Previous 12-mth.
housefile and
month confirmed
Percent
growth
Average
order
value
Products
List
Manager
45,845 32,563 40.8 $90 outdoor gear Estee
1/05 12/03 Mktg. Group
Anatomical Chart Co.
28,209 20,089 40.4 $100 scientific educational PCS Mailing
10/04 4/03 products List
FootSmart 503,235 360,813 39 $62 foot care products Mokrynski-
1/05 10/03 direct
110,598 80,257 37.8 $90 jewelry Peppermill
Hollywood Collection
11/04 12/03 Marketing
Legendary Whitetails
45,299 32,972 37.4 $75 casual apparel, gifts & Statlistics
9/04 9/03 home accessories
Entertainment Earth
23,524 17,352 36 $101 collectibles & toys Acculist USA
5/04 10/03
The Source Perrier 22,186 16,490 34.5 $180 home furnishings Mokrynski-
Collection 12/04 7/04 direct
Spiritwear
66,065 49,256 34.1 $25 athletic wear Midwest Direct
8/04 11/03 Marketing
La Redoute
186,283 139,711 33 $78 women’s apparel Direct Media
12/04 1/04
Midnight Velvet
377,300 284,400 32.7 $100 general merchandise SC List
12/04 12/03 Management
The Home Marketplace
252,662 190,822 32.4 $60 home products Mokrynski-
12/04 12/03 direct
Acorn Direct
97,938 74,077 32.2 $105 videos, DVDs & gifts Mokrynski-
1/05 12/03 direct
Savannah’s Candy 23,357 17,690 32 $54 candy Direct Media
Kitchen 6/04 10/03
234,992 178,811 31.4 $80 videos & DVDs Adrea Rubin
Movies Unlimited
12/04 12/03 Management
Anthony Richards
372,045 283,250 31.3 $57 women’s apparel, footwear & Mokrynski-
12/04 12/03 accessories direct
Diamond Essence
42,642 32,744 30 $230 jewelry Walter Karl
12/04 12/03
Gevalia
190,000 146,626 29.6 $60 beverages & gifts Mal Dunn
1/05 4/03 Assoc.
C.T.A. (Christian Tools 57,500 44,400 29.5 $65 church & Christian education Bush Co.
of Affirmation) 10/04 5/03 products
Emedco 91,095 70,398 29.4 $205 signs & graphic Adrea Rubin
10/04 11/03 communications products Management
Storybook Heirlooms
McClure & Zimmerman
56,574 43,817 29.1 $120 girls’ apparel & Fasano &
9/04 11/03 accessories Assoc.
20,000 15,500 29.03 $75 flower bulbs Zed Mktg.
12/04 10/03 Group
#46 Legendary Whitetails
This Mequon, Wis.-based cataloger attributes
its second appearance on the Top 200 list
to a five-year prospecting plan that includes,
for example, increasing circulation and renting
targeted lists comprised of hunters of
whitetail deer, an easily identifiable group,
says Greg Hufman, executive vice president.
These and other efforts have enabled the
company to keep its customer-acquisition
costs in check.
When founding the catalog in 1999,
executives at the company relied on their
own affinity for hunting, and sought to provide
branded apparel, gifts and home decor
that would appeal to hunters like themselves,
says Hufman. He also cites the public’s
particular fascination with the catalog’s
subject matter as a driving force of growth.
“The whitetail deer is the most popular big
game animal in North America,” he notes.
—Matt Griffin
▼
catalogsuccess.com 21

The Top 200 Catalogs
business-to-consumer
business-to-business
RANK
63 Wolferman’s
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
WinterSilks
182,669 141,594 29.01 $60 food Mokrynski-
1/05 9/03 direct
246,935 192,000 28.6 $90 apparel Mokrynski-
1/05 12/03 direct
Nina’s Discount Oldies
62,856 48,902 28.5 $42 music CDs & records Estee Mktg.
8/04 10/03 Group
Lydia’s Professional 209,546 163,611 28 $100 uniforms Response
Uniforms 11/04 2/04 Media Products
National Audio-Visual 16,055 12,546 27.9 $700 audio/visual supplies Edith Roman
Supply 10/04 1/04 Assoc.
Mountain Gear
52,416 40,998 27.8 $150 hiking & climbing gear Chilcutt Direct
12/04 9/03 Marketing
Cabela’s
3,187,700 2,502,000 27.4 N/A general merchandise William Neal
1/05 1/04 Assoc.
Mack’s Prairie Wings
83,731 65,955 26.9 $100 hunting supplies Chilcutt Direct
12/04 10/03 Marketing
Autom
120,000 95,000 26.3 $100 gifts & religious merchandise Direct Media
12/04 1/04
Deva Lifeware 14,231 11,281 26.2 $82 apparel Walter Karl
12/04 9/03
Camellia & Main
23,886 18,951 26 $125 furniture, gifts & home NRL Direct
1/05 1/04 accessories
Oreck
579,028 461,881 25.36 $345 home cleaning equipment 21st Century
12/04 1/04 Marketing
Pace Performance 25,426 20,285 25.34 $170 auto parts Lake Group
GM Parts Warehouse 8/04 10/03 Media
Care-A-Lot Pet Supply
109,338 87,254 25.31 $75 pet-related products Walter Karl
12/04 1/04
Landscapers Supply
173,681 139,171 24.8 $375 grounds care products Direct Media
10/04 11/03
Gardeners’ Choice 372,862 300,000 24.3 $30 garden supplies List Services
9/04 12/03 Corp.
Cheaper Than Dirt 262,556 211,705 24 $80 sporting goods List Locators
1/05 12/03 & Managers
Journeys 72,835 58,758 23.9 $90 footwear & accessories Fasano &
11/04 11/03 Assoc.
DJ Inkers
Catalog
Frederick J. Tyson
Recent 12-mth.
housefile and
month confirmed
Previous 12-mth.
housefile and
month confirmed
Percent
growth
Average
order
value
Products
List
Manager
37,405 30,289 23.5 N/A craft supplies American
1/05 1/04 Services
81,177 66,139 22.74 $140+ replicas & custom-made
5/04 1/04 models
Aggressive
List Mgmt.
▼
#63 Wolferman’s
Louis Wolferman founded this specialty
foods company in 1888. In 1910, his son
Fred began making English muffins using
tuna cans as molds. Today, the tuna cans are
gone, but Wolferman’s is widely known as a
purveyor of English muffins. Its product
line now includes scones, crumpets,
desserts, teas and coffees, and gift tins and
towers.
Laura Brady, general manager, credits
the success to recent creative improvements
to the catalog, including the addition
of themed spreads. Also, officials
upgraded the photography, using a photographer
previously reserved for cover
images, to shoot inside pages. And a
prospecting push in 2003, enabled the cataloger
to head into 2004 with a larger
housefile.
—Donna Loyle
22
catalog success • march 2005

The Top 200 Catalogs
business-to-consumer
business-to-business
RANK
83
84
85
86
87
Cat Claws
Ski Limited
Catalog
Windsor Collection
Medals of America
Museum Tour
Recent 12-mth.
housefile and
month confirmed
Previous 12-mth.
housefile and
month confirmed
46,288 37,717
10/04 11/03
22.72 $20 pet products 21st Century
Marketing
34,401 28,092 22.5 $138 water skiing equipment Chilcutt
12/04 12/03 Direct Mktg.
192,540 157,578 22.2 $45 jewelry & accessories Mokrynski-
12/04 12/03 direct
103,063 84,679 21.7 $275 military medals & 21st Century
12/04 12/03 decorations Marketing
38,179 31,387 21.6 $90+ children’s products Acme List
12/04 1/04 Management
88 Le Jardin du Gourmet
30,566 25,196 21.3 $25 nursery & gardening items The Other
10/04 12/03 List Co.
89 Isabella
41,792 34,759 20.23 $72 general merchandise Pacific Lists
1/05 1/04
90 Isabella Bird
78,130 64,985 20.22 $185 women’s apparel Millard
1/05 12/03 Group
91 Healthy Living
392,975 327,504 19.99 $42 personal care products Mokrynski-
12/04 12/03 direct
92 Music for Little People
48,832 40,726 19.9 $50 children’s products D-J Assoc.
8/04 12/03
93 Walter Drake 1,331,243 1,110,614 19.8 $36 general merchandise Mokrynski-
12/04 12/03 direct
94
Crows Nest 26,762 22,460 19.2 $175 home decor, gifts & Mokrynski-
Trading Co. 12/04 12/03 garden accessories direct
95 Monticello 18,581 15,605 19.1 $100 history-related merchandise Mokrynski-
12/04 12/03 direct
96 Anthropologie
89,447 75,222 18.9 $190 apparel, accessories & Mokrynski-
1/05 8/03 home decor direct
97 Bas Bleu 124,840 105,018 18.8 $65 books D-J Assoc.
1/05 12/03
98
99
100
101
102
Percent
growth
Baudville 106,883 90,005 18.75 $182 products for HR professionals MeritDirect
12/04 1/04
Garden Styles Juliana 52,972 44,616 18.73 $1,100 greenhouses George-Mann
1/05 12/03 Assoc.
Caswell-Massey 64,392 54,728 17.7 $65 personal care products Direct Media
1/05 1/04
Health Food Gardeners 123,300 104,900 17.5 $90 tubers & seeds Charles Moore
1/05 11/03 Assoc.
Gardens Alive
204,962 175,306 16.9 $37 lawn & garden products American
12/04 1/04 List Counsel
Average
order
value
Products
List
Manager
▼
#79 Cheaper Than Dirt
This Fort Worth, Texas-based cataloger and
online marketer of sporting goods for
shooting and hunting enthusiasts initiated
several prospecting efforts in recent years.
These include advertising in card deck programs,
search engine marketing, affiliate
programs and e-mail campaigns. Moreover,
officials made the company’s Web site more
spider friendly for easier indexing.
About 20 percent of Cheaper Than
Dirt’s assortment includes military surplus,
a product line that changes frequently and
allows the company “to prospect more
freely,” says Michael Tenny, CEO.
Additionally, catalog officials developed a
drop-shipping program with a large sporting
goods distributor. About 17,000 of the
distributor’s products are marketed on the
Cheaper Than Dirt Web site. But because
the items are drop shipped from the distributor,
“We don’t have to hold the inventory
in our own warehouse,” Tenny notes.
—Donna Loyle
24
catalog success • march 2005

The Top 200 Catalogs
business-to-consumer
business-to-business
RANK
Catalog
Recent 12-mth.
housefile and
month confirmed
Previous 12-mth.
housefile and
month confirmed
Percent
growth
103 Stylin’ Concepts 120,309 103,067 16.7 $135 auto after-market products Catalyst
7/04 11/03 Direct Mktg.
104 Beadbox
35,300 30,384 16.1 $100 beads Jordan Direct
12/04 11/03
Nueske’s Hillcrest
105
20,788 17,919 16 $78 food Direct Media
Farm 10/04 10/03
106 Design Within Reach
62,327 53,758 15.94 $500 home furnishings Mokrynski-
10/04 2/04 direct
107 High Country Gardens
23,497 20,271 15.91 $95 plants & flowers Lenser
9/04 12/03
108 The GolfWorks
70,159 60,641 15.7 $85 golf gear Lenser
12/04 12/03
109 Luminescence
61,147 52,853 15.69 $94 personal care products MeritDirect
8/04 12/03
110 Magic Cabin
52,597 45,494 15.61 $85 children’s products Millard
10/04 12/03 Group
111 Williamsburg Catalog
40,536 35,107 15.4 $140 gifts & home decor Mokrynski-
12/04 12/03 direct
112 Smarthome 99,900 86,572 15.3 $205 home automation products Walter Karl
12/04 11/03
113 Dutch Gardens 116,397 101,015 15.2 $65 Dutch bulbs Millard
12/04 11/03 Group
114 Virginia Traditions
21,512 18,716 14.9 $75 food Direct Media
10/04 10/03
115 Coward Shoe
173,298 150,874 14.86 $84 women’s footwear Mokrynski-
12/04 12/03 direct
116 Collections Etc. 1,931,008 1,681,757 14.82 $50 gifts & home decor Adrea Rubin
1/05 1/04 Management
117
Harrington’s of 53,616 46,742 14.7 $100 food Millard
Vermont 12/04 10/03 Group
118 Beautiful Music Co.
74,986 65,382 14.68 N/A recordings D-J Assoc.
12/04 12/03
119 Video Collection
61,913 53,995 14.66 $100 videos Mokrynski-
1/05 11/03 direct
120
King Ranch 18,091 15,786 14.6 $300 Southwest-inspired Lenser
Saddle Shop 8/04 12/03 merchandise
121 J&P Cycles
381,913 333,438 14.54 $135 after-market motorcycle Names and
1/05 12/03 parts & accessories Addresses
122
123
What on Earth
352,682 307,930 14.53 $48 general merchandise Mokrynski-
12/04 12/03 direct
Calyx & Corolla 88,312 77,479 13.9 $100 floral gifts ALC of
12/04 12/03 New York LLC
Average
order
value
Products
List
Manager
▼
#120 King Ranch Saddle Shop
Established in South Texas in 1853 as a
saddlery, King Ranch Saddle Shop today
is a multichannel merchant of highquality
leather goods, apparel and gifts.
The company recently expanded its
home furnishings category, and according
to Michelle Houston, director of circulation
services, that’s undoubtedly the
reason the company has experienced a
boost in its housefile.
“The new merchandise has helped us
to open up a whole other season — the
spring season. Having the extra merchandise
has enabled us to boost our circulation
by about 50 percent.”
The catalog’s target audience is comprised
of high-income, ranch-living consumers.
General Manager Rose Morales,
who also acts as chief merchandising officer,
has a “really strong understanding of how to
create a beautiful catalog with appropriate
products for an affluent customer base,” says
Houston. “Rose has a great eye for products,
which has enabled us to effectively gear our
circulation toward that affluent market.”
—Donna Loyle
26
catalog success • march 2005

The Top 200 Catalogs
business-to-consumer
business-to-business
RANK
Catalog
Recent 12-mth.
housefile and
month confirmed
Previous 12-mth.
housefile and
month confirmed
Percent
growth
124 Musician’s Friend 764,012 671,529 13.7 $275 music gear Statlistics
12/04 11/03
125
126
J.C. Penney 5,148,119 4,532,079 13.5 $98 general merchandise Millard
(catalog masterfile) 1/05 8/03 Group
Taste of Britain 12,100 10,680 13.2 $50 food & gifts Evergreen
by Post 1/05 12/03 Marketing
127 Abercrombie & Fitch
395,463 349,958 13 $130 apparel Mokrynski-
10/04 11/03 direct
128 Back to Basics Toys 156,483 138,531 12.9 $75 toys Catalyst
10/04 12/03 Direct Mktg.
129 Magellan’s 220,055 195,382 12.63 $95 travel apparel & supplies Names and
12/04 1/04 Addresses
130 Great Events
20,899 18,557 12.62 $200 advertising specialties Direct Media
10/04 1/04
131 Grill Lover’s
58,209 51,712 12.5 $68 grilling accessories D-J Assoc.
10/04 12/03
132 Ducks Unlimited 68,700 61,100 12.4 N/A home furnishings, gifts William Neil
8/04 1/04 & apparel Assoc.
133 Tool Crib 128,690 115,003 11.9 $280 tools Names and
12/04 11/03 Addresses
134 Virginia Born & Bred 35,773 32,017 11.7 $86 Virigina-related products George-Mann
6/04 7/03 Assoc.
135 Frontgate
536,580 481,058 11.5 $200 home furnishings
12/04 1/04
NRL Direct
136 Victoria’s Secret 4,510,600 4,060,600 11 $110 women’s intimate apparel
(direct buyers) 12/04 12/03
ClientLogic
137 Whales & Friends
92,209 83,121 10.93 $60 gifts Direct Media
12/04 12/03
138 Paula Young 406,009 366,043 10.92 $65 wigs Direct Media
Fashion Wigs 12/04 1/04
139 Through the 264,700 238,800 10.85 $100 home decor & apparel SC List
Country Door 12/04 2/04 Management
140 Tower Hobbies
193,549 174,639 10.83 $199 radio-controlled models Names and
9/04 1/04 Addresses
141 Pfaltzgraff 175,427 158,303 10.81 $60 housewares Millard
12/04 1/04 Group
142
Sahalie by 221,709 200,100 10.8 $100 outdoor apparel & gear Millard
Early Winters 12/04 12/03 Group
143 Classic Motorbooks 35,634 32,190
1/05 10/03
10.7 $50 books, videos & collectibles Mokrynskidirect
144 Ordinary Princess 72,763 65,740 10.6 $40 girls’ & teens’ apparel & George-Mann
8/04 8/03 accessories Assoc.
145 Garnet Hill
298,002 269,638 10.519 $170 bedding & apparel Millard
12/04 10/03 Group
146 Bindertek Lawfiles 10,276 9,298 10.518 $155 filing systems & supplies PCS Mailing
9/04 12/03 List
147 Herrington 427,188 386,827 10.43 $126 general merchandise NRL Direct
11/04 12/03
148 Visual Display* 43,500 39,400 10.4 $1,210 storage systems Charles Moore
11/04 8/03 Assoc.
149 Campmor 474,421 429,974 10.337 $80 outdoor equipment & Chilcutt
12/04 12/03 apparel Direct Mktg.
150 Nature & Science
46,701 42,326 10.336 $55 children’s educational toys George-Mann
1/05 8/03 Assoc.
151 HoneyBaked Ham
106,826 96,887 10.26 $125 food Estee Mktg.
10/04 10/03 Group
152
Galeton Gloves & 35,226 31,954 10.24 $125 gloves & safety products MeritDirect
Safety Supplies 8/04 11/03
153 Soft Surroundings 207,821 188,951 9.9 $170 bedding & apparel Mokrynski-
12/04 12/03 direct
*six-month buyers
29
Average
order
value
Products
List
Manager
▼

The Top 200 Catalogs
business-to-consumer business-to-business
RANK
154
155
156
157
158
159 Eagle America
164
165 Offshore Angler
166 Pierre Deux
167
168 Ranger Joe’s 65,699 60,487 8.61
International 12/04 10/03
169
35,618 32,796 8.6
J. Peterman
12/04 10/03
170
155,160 142,932 8.5
Healthy Trader
11/04 12/03
171
172 Barrie Pace
173
174
175
176
177
Catalog
Recent 12-mth.
housefile and
month confirmed
Previous 12-mth.
housefile and
month confirmed
Percent
growth
Northern Tool & 631,700 575,639 9.7
Equipment 12/04 2/04
Garrett Wade 63,182 57,625 9.6
Tool 12/04 1/04
Nancy’s Notions 82,403 75,275 9.4
10/04 12/03
Gracewood Groves 69,799 63,826 9.35
12/04 4/03
Smith+Noble 123,415 112,865 9.34
Windoware 12/04 1/04
24,150 22,098 9.2
12/04 12/03
160 Territory Ahead 255,446 233,968 9.17
12/04 12/03
161 Feather-Craft 16,341 14,970 9.15
Fly Fishing 12/04 6/03
133
162
White Flower 124,558 114,293 8.9
Farm 12/04 11/03
163 Cashs of Ireland 114,926 105,542 8.89
12/04 12/03
Art & Artifact 103,276 94,873 8.85
12/04 12/03
18,809 17,287 8.8
12/04 1/04
12,141 11,162 8.7
10/04 11/03
Dean & Deluca 34,172 31,459 8.62
6/04 1/04
New England 637,097 588,653 8.2
Business Service 10/04 2/04
102,603 94,863 8.1
1/05 1/04
Paul Fredrick 88,231 81,933 7.6
MenStyle 1/05 12/03
Sovietski Collection 52,649 48,958 7.5
10/04 11/03
Sierra Trading Post 665,568 619,158 7.4
10/04 2/04
Aerosoles 108,531 101,064 7.38
12/04 12/03
Kenneth Cole 56,633 52,763 7.33
New York 1/05 12/03
RANK
178
179
180
181
182
183
184
185
186
187
188
189
190
191
192
193
194
195
Catalog
Wine Enthusiast
Recent 12-mth.
housefile and
month confirmed
Previous 12-mth.
housefile and
month confirmed
115,911 108,097 7.2
1/05 2/04
Percent
growth
Hearthsong 398,769 372,712 6.99
10/04 12/03
Country Music 81,366 76,096 6.92
Greats 11/04 12/03
Sturbridge Yankee 99,370 93,002 6.84
Workshop 11/04 11/03
Performance 280,224 262,327 6.82
Bicycle 9/04 1/04
HMI Practice 34,292 32,136 6.7
Resource 11/04 11/03
All Electronics 35,494 33,309 6.5
11/04 1/04
Horticultural 11,500 10,800 6.4
Products & Services 8/04 10/03
Eximious
16,097 15,134 6.363
1/05 12/03
Professional 75,262 70,760 6.362
Cutlery Direct 12/04 1/04
Pinetree Garden 45,258 42,617 6.2
Seeds 12/04 12/03
Playboy Catalog 136,544 128,687 6.105
12/04 1/04
Harry and David 1,548,000 1,458,939 6.104
1/05 12/03
Spice
King Size
Home Visions Direct
35,277 33,270 6
12/04 1/04
363,143 343,276 5.78
1/05 1/04
108,859 102,987 5.7
12/04 12/03
Improvements 966,955 914,862 5.6
12/04 1/04
Hamilton Mystical 66,907 63,395 5.5
Arts 10/04 8/03
196 Pyramid Collection
146,853 139,307 5.4
12/04 12/03
197 Gooseberry 178,581 169,558 5.3
Patch 12/04 12/03
34,200 32,500 5.23
198 Wild Wings
8/04 1/04
199 Hickory Farms
200
269,253 255,933 5.2
5/04 1/04
Junonia 53,922 51,278 5.15
Activewear 12/04 11/03
30
catalog success • march 2005

The Top 200 Catalogs
Methodology
Marketing INFORMATION Network (mIn)®, a datacard
database system, offered Catalog Success editors the use of its
database, which comprises thousands of list rental datacards.
During an extensive online study of the database, Catalog
Success editors selected 1,067 catalog datacards for further
examination. During the online vetting process, the editors
eliminated the following types of lists: e-mail only, overseas
only, compiled lists and catalogs with 2004 12-month housefiles
of less than 10,000 names.
After the editors narrowed the field of catalogs, mIn calculated
recent housefile-growth rates for those catalogers and
ranked them in descending order. Next, mIn sent to Catalog
Success the actual current and previous datacards for the catalogs
in the top 250 cells. The editors examined every datacard
in that top group, further eliminating those in which an
apples-to-apples comparison of current and previous 12-
month housefile numbers could not reliably be established.
For questions regarding this methodology, please
contact Donna Loyle, editor in chief of Catalog Success, at
dloyle@napco.com.
How mIn Collects Data
T
he Catalog Success Top 200 is made possible by
retrieving information from the current and
archival databases of Marketing INFORMATION
Network (mIn®). mIn employs a staff of 35 that
provides proactive, continual updating, codification
and data standardization of information about mailing
lists from more than 4,000 sources.
Retrievable source documents and interview
records are archived after populating the real-time
mIn databases. mIn serves about 3,000 responsemedia
brokers in more than 250 list-brokerage
firms.
The mIn research staff provides updates on
a minimum quarterly schedule resulting in the
quarterly update/validation of more than 1 million
category/selection codes available to mIn clients.
In addition to spreadsheet-formatted and continually
updated list recommendation decks, the
company provides custom print formats for individual
brokerage clients. More information is available
at www.minokc.com.

Addendum to the Top 200 List of Catalogs
Two catalogs were mistakenly
left off the Catalog Success Top
200 list of catalogs as measured
by housefile-growth rates:
■ Eden Lane had 106,802
12-month buyers as of November
2004, vs. 52,716 in October 2003
for a 102 percent increase. This
puts Eden Lane in the No. 11
spot on the Top 200 list. (For
more on Eden Lane, see “Profile
of Success” on p. 112).
■ The Eastwood Co. had 118,297
12-month buyers as of March 2005,
vs. 107,779 in November 2003, for
9.75 percent increase. This puts
Eastwood in the No. 154 spot.
We regret the omissions.