Joe Dysart

Eyeing the ongoing, phenomenal success of trailblazing social networking sites MySpace and Facebook, catalogers are creating their own online communities where they glean valuable feedback from customer posts. “It’s a good time to become a niche online community and do it right,” says Don Philabaum, CEO of Internet Strategies Group, an online consulting firm. “You have millions of people who’ve learned the value of being a part of an online community, and they’ll bring experience, enthusiasm, content — and their network — to your online community.” Blogs, discussion boards and other forms of interactive media are the most cost-effective customer feedback mechanisms around, according

Below is a comprehensive list of all the articles published in Catalog Success magazine in 2007. If you would like to view stories by issue date, click here. You can also use the Article Archive to search by keyword or topic. CATALOGER PROFILES Cover Stories Chinaberry: “Reinventing the Wheel” by Paul Miller, January After 5/Surf to Summit: “Kayaking and Cocktails” by Paul Miller, February Patagonia: “Shiny Happy People” by Matt Griffin, May Garnet Hill: “A Natural Issue” by Carolyn Heinze, June Fair Indigo: “Playing Fair” by Paul Miller, August The Nailco Group: “More Than Skin Deep” by Carolyn

Below, our annual index of all stories that appeared in Catalog Success throughout 2006, including this issue. (For easy reference, use the print screen.) Cataloger Profiles Cover Stories United Receptacle: “B-to-B Goes ‘Plug and Play’” by Alicia Orr Suman, January Reiman Publications: “The Synergistic Approach” by Alicia Orr Suman, February Boston Proper: “Billion-Dollar Opportunity” by Donna Loyle, May Spiegel Brands: “How Spiegel Recovered” by Paul Miller, June Smarthome Direct: “Growth the Smart Way” by Matt Griffin, July J&L Industrial Supply: “Shaped Up, Shipped Out” by Paul Miller, August Northern Safety Co.: “Safely Ahead of the Game” by Matt Griffin, September AmeriMark Direct: “Steady

By Matt Griffin, Alan Rimm-Kaufman and Joe Dysart There's never a lack of new ideas in online selling. The trick is finding those approaches that work for your business and implementing them properly. Everyone's looking for the next big thing in online marketing — namely, a tactic that will allow marketers to connect with their online customers in hitherto unparalleled ways. And while you're searching for that singular method to drive customers straight to your checkout page, this special report is designed to expose you to a few tactics you may not have considered. Or, if you've considered some or all of these ideas,

Sometimes a little back porch advice can go a long way, according to officials at a number of e-commerce sites that have added “ask-the-expert” forums to their marketing mix. Based on the premise that friendly answers to Web cruisers’ questions can lead only to new business, some catalogers created online advice forums that add a human voice to their Web images, while also growing revenues. As you’ve probably surmised, ask-the-expert forums — Q&A pages where customers go to post questions and get answers from a company expert — are simple to set up. A Web designer posts a picture of a company expert

When designing your Web site, you can make a significant impression by deftly using graphics and color. Authoring programs such as Microsoft Front Page come with a number of themed corporate page sets that can help. If you're more courageous and plan on doing your own coloring, pick colors that make sense and don't offend. Companies designing sites for an international audience especially must remember that colors, symbols and other graphic nuances have different meanings in different cultures, says Paul Fox, vice president of engineering at Excel Translations (, a business that specializes in Web-site localization. Once you've leapt the cultural

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