Special Report: More Web, More Print or Both?

New Pig Corp. plans to increase its spending on the Web, with testing and learning being the focus. “It’s more of a learning process for us right now,” Hershey says. “We want to see if we can use e-mail and Web marketing to offset what we invest and spend in print. Just as we test our content, covers, paginations of our print catalog, now we’re testing e-commerce the same way.”