1m89fv1
1m89fv1
1m89fv1
Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
The Top 200 Catalogs<br />
business-to-consumer<br />
business-to-business<br />
RANK<br />
83<br />
84<br />
85<br />
86<br />
87<br />
Cat Claws<br />
Ski Limited<br />
Catalog<br />
Windsor Collection<br />
Medals of America<br />
Museum Tour<br />
Recent 12-mth.<br />
housefile and<br />
month confirmed<br />
Previous 12-mth.<br />
housefile and<br />
month confirmed<br />
46,288 37,717<br />
10/04 11/03<br />
22.72 $20 pet products 21st Century<br />
Marketing<br />
34,401 28,092 22.5 $138 water skiing equipment Chilcutt<br />
12/04 12/03 Direct Mktg.<br />
192,540 157,578 22.2 $45 jewelry & accessories Mokrynski-<br />
12/04 12/03 direct<br />
103,063 84,679 21.7 $275 military medals & 21st Century<br />
12/04 12/03 decorations Marketing<br />
38,179 31,387 21.6 $90+ children’s products Acme List<br />
12/04 1/04 Management<br />
88 Le Jardin du Gourmet<br />
30,566 25,196 21.3 $25 nursery & gardening items The Other<br />
10/04 12/03 List Co.<br />
89 Isabella<br />
41,792 34,759 20.23 $72 general merchandise Pacific Lists<br />
1/05 1/04<br />
90 Isabella Bird<br />
78,130 64,985 20.22 $185 women’s apparel Millard<br />
1/05 12/03 Group<br />
91 Healthy Living<br />
392,975 327,504 19.99 $42 personal care products Mokrynski-<br />
12/04 12/03 direct<br />
92 Music for Little People<br />
48,832 40,726 19.9 $50 children’s products D-J Assoc.<br />
8/04 12/03<br />
93 Walter Drake 1,331,243 1,110,614 19.8 $36 general merchandise Mokrynski-<br />
12/04 12/03 direct<br />
94<br />
Crows Nest 26,762 22,460 19.2 $175 home decor, gifts & Mokrynski-<br />
Trading Co. 12/04 12/03 garden accessories direct<br />
95 Monticello 18,581 15,605 19.1 $100 history-related merchandise Mokrynski-<br />
12/04 12/03 direct<br />
96 Anthropologie<br />
89,447 75,222 18.9 $190 apparel, accessories & Mokrynski-<br />
1/05 8/03 home decor direct<br />
97 Bas Bleu 124,840 105,018 18.8 $65 books D-J Assoc.<br />
1/05 12/03<br />
98<br />
99<br />
100<br />
101<br />
102<br />
Percent<br />
growth<br />
Baudville 106,883 90,005 18.75 $182 products for HR professionals MeritDirect<br />
12/04 1/04<br />
Garden Styles Juliana 52,972 44,616 18.73 $1,100 greenhouses George-Mann<br />
1/05 12/03 Assoc.<br />
Caswell-Massey 64,392 54,728 17.7 $65 personal care products Direct Media<br />
1/05 1/04<br />
Health Food Gardeners 123,300 104,900 17.5 $90 tubers & seeds Charles Moore<br />
1/05 11/03 Assoc.<br />
Gardens Alive<br />
204,962 175,306 16.9 $37 lawn & garden products American<br />
12/04 1/04 List Counsel<br />
Average<br />
order<br />
value<br />
Products<br />
List<br />
Manager<br />
▼<br />
#79 Cheaper Than Dirt<br />
This Fort Worth, Texas-based cataloger and<br />
online marketer of sporting goods for<br />
shooting and hunting enthusiasts initiated<br />
several prospecting efforts in recent years.<br />
These include advertising in card deck programs,<br />
search engine marketing, affiliate<br />
programs and e-mail campaigns. Moreover,<br />
officials made the company’s Web site more<br />
spider friendly for easier indexing.<br />
About 20 percent of Cheaper Than<br />
Dirt’s assortment includes military surplus,<br />
a product line that changes frequently and<br />
allows the company “to prospect more<br />
freely,” says Michael Tenny, CEO.<br />
Additionally, catalog officials developed a<br />
drop-shipping program with a large sporting<br />
goods distributor. About 17,000 of the<br />
distributor’s products are marketed on the<br />
Cheaper Than Dirt Web site. But because<br />
the items are drop shipped from the distributor,<br />
“We don’t have to hold the inventory<br />
in our own warehouse,” Tenny notes.<br />
—Donna Loyle<br />
24<br />
catalog success • march 2005
Change language