The Catalog Success 200

business-to-consumer
RANK
Catalog
1 Sur La Table
2
3
4
5
Dog.com
Knit Picks
Cutter & Buck
Kinsman Co.
Fannie May Confections
6 7
Recent 12-mth.
housefile and
month confirmed
Previous 12-mth.
housefile and
month confirmed
163,680
72,173
56,295
191
$85
cookware
9/05
51,031
174
$115
pet supplies 5/05
27,347
169
$60
crafts
6/05
30,555
132
$147
men’s apparel
1/06
12,695
113
$83
gardening supplies
9/05
34,794
107
$36
candy, chocolates
11/06
10/05
$52
12/06
139,829
9/06
73,502
6/06
70,938
1/07
27,090
12/06
Average
order
value
Percent
growth
20,312
9,958
104
9/06
7/05
7/06
7/05
Orion Telescopes
8 and Binoculars
Time for Me
Siegel Display Products
10
11 Smith & Hawken
9
141,411
1/07
33,569
10/06
140,722
16,849
99
$175
Mokrynskidirect
List Locators
& Managers
Walter Karl
Mokrynskidirect
D-J Associates
Millard Group
woodworking tools
Names &
Addresses
Millard Group
telescopes
97
$95
women’s apparel
17,474
92
$300
promotional display products
10/05
74,971
88
$125
gardening supplies
71,958
Mokrynskidirect
10/05
11/06
10/05
12/06
8/05
Direct Media
Belardi/Ostroy ALC
102,928
79
$95
nursing supplies 14,837
78
$54
natural remedies
5/05
185,448
77
$250
golf equipment
5/05
2,183,681 76
$250
office products 11/05
7,368
75.4
N/A
men’s recreational products
5/05
636,766
75
$120
office products 9/05
59,073
74
$105
outdoor apparel
12/06
12/05
19 9/06
10/05
costumes
AB Data Ltd.
10,003
70
$78
equestrian gifts
Mail Marketing
12
13
14
15
16
17
18
Redding Medical Penn Herb Co. Ltd.
Edwin Watts Golf Staples Sporty’s Men’s Collection
New England Business Service (NEBS)
Woolrich
33,445
List
Manager
Products
Leichtung Workshops
business-to-business
BuyCostumes.com
26,459
4/06
328,416
8/06
3,843,101
12/06
12,926
1/07
1,114,626
12/06
436,543
16,998
6/06
7,642
253,446
72
$54
Fasano and
Associates
Walter Karl
MidWest
Venture Direct
Worldwide
Direct Media
Millard Group
MeritDirect
Millard Group
9/05
Sur La Table
This privately held merchant of cooking and kitchen products got its start in
1972 as a small retail store in Seattle’s
Pike Place Market. The first catalog
was a black-and-white affair mailed to
customers by request in 1988. Color
photography was added in 1991.
In 1995, Sur La Table was bought
by the Behnke family of Seattle. They
soon opened a second store in Berkeley
that year, and have expanded nationally
#1
18
since. The company is now owned by
a group of private investors, including
Freeman Spogli and the Behnke family.
The company today operates more
then 55 retail locations nationwide and
annually mails 9 million catalogs. The
company’s Web site, launched in 1999,
features store events, recipes, gift registries and culinary program information.
A redesigned Web site was launched in
2006.
— Matt Griffin
c atalog success
•
march 2007
∆
The Barn Door
20 13,689
business-to-consumer
RANK
Recent 12-mth.
housefile and
month confirmed
Catalog
21 National Ropers Supply
Napastyle
22
23 Raceline Direct
10/06
36,042
10/06
50,833
25 Griot’s Garage
12/06
97,097
4imprint 26
12/06
103,010
24 Bra Smyth
38,889
Previous 12-mth.
housefile and
month confirmed
Percent
growth
Average
order
value
Products
66
62,658
64
$150
food, home décor
61
$70
NASCAR-related products
Millard Group
57.5
57.3
$206
$110
intimate apparel
car detailing supplies
Belardi/Ostroy
ALC LLC
Mokrynskidirect
$650
promotional products MeritDirect
$128
equestrian supplies
8/05
22,393
10/05
32,284
8/05
61,720
12/06
8/05
103,062
65,916
56.4
10/06
10/05
137,179
88,162
55.6
$140
9/06
8/05
28 Gardeners Edge
26,769
17,284
54.9
$90
29
80,746
52,253
54.5
54.1
53.8
53.5
52.5
51.6
51
48.97
48.92
48.8
$56
bulbs and perennials
$20
music CDs, tapes
$100
equine supplies
$90
gifts and collectibles
$70
educational toys and games
N/A
toys
N/A
agricultural supplies
$450
children’s furniture
$105
nautical apparel
$57
women’s apparel
48.5
$45
30
31
32
33
34
35
36
37
38
1/07
12/06
112,945
1/07
25,364
6/05
73,304
11/05
16,495
8/05
11/06
11/05
143,342
85,800
93,995
11/06
7/05
12/06
10/05
234,328
67,618
12/06
12,633
8/06
33,962
1/07
590,914
12/06
154,607
44,852
9/05
8,481
9/05
22,805
1/06
397,099
11/05
39 Yankee Candle
9/06
6/05
40
12/06
10/05
255,595
J. Jill
Rejuvenation
41
808,750
15,963
7/06
men’s apparel
gardening supplies
8/05
10/06
131,721
List
Manager
23,393
8/05
27 Paul Fredrick Menstyle
Van Bourgondien Brothers
Beautiful Music Co.
United Vet Equine
National Geographic
Catalog
Young Explorers
Fisher Price
Valu-Bilt Tractor Parts
Posh Tots
Waterfronts By Sportif
Anthony Richards
business-to-business
172,114
546,924
10,798
7/05
candles, gifts
47.9
$150
women’s apparel
47.8
$300
period-authentic lighting,
house parts
Chilcutt Direct
Marketing
Millard Group
Millard Group
21st Century
Marketing
RMI Direct
Marketing
D-J Associates
List Locators &
Managers
Direct Media
Mokrynskidirect
Millard Group
Midwest Direct
Marketing
Catalyst Direct
Marketing
Millard Group
Mokrynskidirect
Millard Group
Millard Group
Millard Group
∆
Gardeners Edge
#28
In 1996, Piqua, Ohio-based B-to-B horticultural tools cataloger A.M. Leonard added
a consumer catalog to its marketing efforts
to increase revenue. Taking its name and
catalog design from the original B-to-B A.M.
Leonard title, the book had a hard time
finding a niche among the serious gardeners it was trying to reach, says Beth Marshall,
catalogsuccess.com
marketing manager for A.M. Leonard.
In 2005, the consumer book was rebranded as Gardeners Edge. Marshall cites the
redesign of the catalog, a new holiday catalog in 2005 and 2006, and housefile modeling using co-op database NextAction as the
core strategies that led to strong housefile
and sales growth over the past year. — MG
21
business-to-consumer
RANK
Recent 12-mth.
housefile and
month confirmed
Catalog
42 Mini Boden
Lilliput
Motor Co.
43
44 Wind & Weather
Jos.
A. Bank Clothiers
45
46 Celebration Fantastic
Home
Bistro
47
48 Haband
Hammacher Schlemmer
In
the Company 50
of Dogs
Pendleton
51
1/07
9/05
99,164
11/06
10/05
20,900
45
43.82
41
$120
celebration-theme gifts
$100
frozen gourmet meals
$55
women’s apparel
39.9
$135
high-tech gifts
$88
$250
gifts for dogs and dog owners
apparel
139,841
144,263
30,292
9/06
9/05
11/05
58
59
60
61
90,427
64,871
39.5
39.4
7/06
7/05
11/06
10/06
12/06
16,420
10/06
60,792
11/06
98,097
7/06
1,240,608
12/06
57,084
10/06
67,889
12/06
85,500
12/06
13,936
10/06
149,464
12/06
39,327
7/05
37
$60
dishes
63,079
35.8
$65
vintage-style home and 7/05
garden products
12,100
35.7
$50
British-imported food
9/05
45,027
35
$62
home care, 3/06
pest control products
72,800
34.8
$75
plus-size women’s apparel
9/05
922,477
34.5
$96
outdoor sporting gear
10/05
42,593
34
$50
scrapbook making supplies
10/05
50,720
33.9
$47
poultry-related goods 10/05
for hobbyists
64,132
33.3
$80
CDs, DVDs, 4/05
surfing accessories
10,510
32.6
N/A
traffic and building signs
10/05
112,934
32.4
$75
toys
10/05
182,412
11/05
Millard Group
Mokrynskidirect
Millard Group
Mokrynskidirect
ALC
Millard Group
Mokrynskidirect
Belardi/Ostroy
ALC LLC
Mokrynskidirect
Mokrynskidirect
Millard Group
Millard Group
Evergreen
Marketing
Mokrynskidirect
Mokrynskidirect
Millard Group
Walter Karl
MidWest
Chilcutt Direct
Marketing
Mokrynskidirect
Walter Karl
Catalyst Direct
Marketing
Yankee Candle
#39
Yankee Candle Co. was founded in 1969
when 16-year-old Mike Kittredge made a
candle for his mother that a neighbor asked
to purchase. The company now manufactures more than 80 million candles a year.
The company’s appeal is that it sells not
just candles, but fragrances as well, says Dana
Spring, general manager of the consumcatalogsuccess.com
er direct business of the South Deerfield,
Mass.-based Yankee Candle. And to bring
that fragrance aspect to the fore, the company in 2005 added scented pages to its
catalogs. Although 2005 was a test year for
the endeavor, 2006 featured a massive rollout of scented catalogs to Yankee Candle’s
housefile and prospects. — MG
23
∆
62
403,744
1/07
85,674
57
209,187
12/05
53
56
40,000
12/06
250,096
55
95,814
7/05
52 Pfaltzgraff
54
6,800
4/06
54,878
Lehman’s
A Taste of Britain by Post
Whatever Works
Avenue
REI
Paper Wishes
McMurray Hatchery
Swell
SA-SO
Back to Basics Toys
74,836
9/05
List
Manager
Products
10/05
10,000
564,635
Average
order
value
9/06
10/06
294,049
49
Percent
growth
47.4
$180
apparel
47.1
$225
nostalgic collectibles
46
$102
weather and garden products
45.5
$170
men’s apparel
110,335
57,528
Previous 12-mth.
housefile and
month confirmed
business-to-business
business-to-consumer
RANK
Recent 12-mth.
housefile and
month confirmed
Catalog
63 Anthropologie
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
218,939
U.S. Cavalry
Soft Surroundings
Appleseed’s
FAO Schwarz
Backroads
Clark’s Register
Regalia
Virginia Born and Bred
Charles Tyrwhitt
Gevalia
Soy Matters
Taylor Gifts
Wine Enthusiast
Crate & Barrel
Nasco Farm & Ranch
Rugs Direct
166,203
11/06
8/05
1/07
11/05
68,888
358,809
10/06
507,062
12/06
80,890
12/06
61,286
10/06
19,488
1/07
65,205
12/06
17,938
10/06
65,058
10/06
247,913
1/07
62,313
7/06
212,562
1/07
120,151
7/06
621,000
12/06
60,882
11/06
72,061
6/06
64,421
10/06
29,604
7/06
28,143
12/06
Percent
growth
31.7
Average
order
value
$195
List
Manager
Products
apparel
Mokrynskidirect
31.3
$90
military-themed clothing and gear
274,182
30.9
$170
women’s apparel and 8/05
domestics
387,958
30.7
$100
women’s apparel
12/05
62,917
28.57
$150
toys
12/05
47,688
28.52
$1,250 bicycle tours
7/05
15,177
28.4
$225
men’s apparel
10/05
51,293
27.1
$92
women’s plus-size apparel
06/05
14,181
26.5
$124
Virginia heritage-themed 10/05
gift baskets
51,551
26.2
$180
men’s apparel
9/05
196,545
26.1
$60
coffee, gifts
12/05
49,497
25.89
$90
soy products
7/05
168,938
25.82
$66
gifts, general merchandise
12/05
95,534
25.8
$275
wine gifts, home décor
8/05
500,000
24.2
$90
home furnishings, housewares
12/05
49,089
24
$75
dairy supplies
9/05
58,187
23.8
$325
rugs
12/05
52,475
52,051
8/05
24,075
7/05
22,895
9/05
23.7
22.97
22.92
$100
$64
$75
Estee Marketing
Group
Mokrynskidirect
Millard Group
Estee Marketing
Group
Chilcutt Direct
Marketing
Belardi/Ostroy
ALC LLC
Mokrynskidirect
Millard Group
Millard Group
Mal Dunn
Associates
Chilcutt Direct
Marketing
RMI Direct
Marketing
Belardi/Ostroy
ALC LLC
Specialists
Millard Group
Mokrynskidirect
women’s apparel
computer gifts
gifts, collectibles
Mokrynskidirect
Mokrynskidirect
Direct Media
Back to Basics Toys
Husband and wife team Eric and Diane
Garfinkel founded Back to Basics Toys in
1988 as an outgrowth of their hobby of collecting classic toys. They wanted their children to enjoy the same quality of play that
they remembered. Since its inception, the
Herndon, Va.-based toy catalog has helped
keep classic playthings such as Tinker Toys,
Lincoln Logs and Rock ’Em, Sock ’Em
#62
24
Robots on the market.
Since 2003, Back to Basics Toys has been
owned by educational products marketer
Scholastic, which has maintained the catalog’s commitment to enriching playtime.
And it’s that commitment that has driven
growth in the past year, says Ken Moe, managing director at Back to Basics Toys.
— MG
c atalog success
•
march 2007
∆
Ulla Popken
ComputerGear
81
Alpenland International
82 80
Previous 12-mth.
housefile and
month confirmed
business-to-business
business-to-consumer
RANK
83
84
85
86
87
88
89
90
91
92
93
94
95
96
97
98
Catalog
Wayside Gardens
Signals
Aerosoles
Promo Direct The Tog Shop
Schnees
Source Perrier Collection
Victorian Trading Co.
Cuddledown
Characters
Smarthome
HoneyBaked Ham
Barbie Collectibles
Parking Zone Garnet Hill
Fingerhut
Recent 12-mth.
housefile and
month confirmed
110,531
1/07
417,617
8/06
106,960
12/06
26,328
7/06
230,151
10/06
12,778
11/06
23,670
9/06
176,539
12/06
70,243
1/07
18,522
11/06
135,131
6/06
148,880
7/06
54,571
1/07
20,685
5/06
435,362
1/07
917,667
12/06
Skymall
Collections Etc.
100 115,744
Campmor
545,873
99 101 3,046,344
12/06
12/06
38,712
8/06
Percent
growth
Average
order
value
List
Manager
Products
22.77
$90
flowers, trees, shrubs
340,225
22.75
$90
gifts, home décor
9/05
87,272
22.6
$100
footwear
11/05
21,583
21.985 $300
promotional products
5/05
188,677
21.981 $95
women’s apparel, 8/05
accessories
10,490
21.8
$175
footwear
10/05
19,457
21.7
$180
home furnishings, décor
9/05
145,195
21.6
$81
gifts, collectibles, home décor
11/05
57,821
21.5
$230
bedding, sleepwear
11/05
15,290
21.1
$65
gifts, collectibles
9/05
111,783
20.89
$205
home automation products, 4/05
gadgets
123,191
20.85
$150
food
7/05
45,158
20.84
N/A
dolls, collectibles
12/05
17,145
20.7
N/A
parking operations supplies
1/05
361,809
20.3
$170
bedding, home furnishings, 12/05
apparel
766,114
19.8
$125
general merchandise
12/05
90,030
Millard Group
11/05
12/05
19.7
19.6
N/A
$50
upscale general merchandise
home furnishings, gifts
457,231
19.39
$80
outdoor equipment, apparel
32,434
19.36
$85
auto accessories
96,694
10/05
2,547,249
Mokrynskidirect
Mokrynskidirect
Walter Karl
Belardi/Ostroy
ALC LLC
Chilcutt Direct
Marketing
Mokrynskidirect
Mokrynskidirect
Millard Group
Direct Media
Walter Karl
Estee Marketing
Group
Millard Group
Walter Karl
Millard Group
Adrea Rubin
Management
Specialists
Adrea Rubin
Management
Chilcutt Direct
Marketing
Millard Group
12/05
9/05
Cuddledown
A family-owned business based in
Portland, Maine, Cuddledown has manufactured and sold down comforters since
the company’s founding in 1973. Other
bedding soon followed, and these days the
catalog sells apparel, home furnishings and
pet products in addition to its signature line
of down products.
#91
26
Growth in the past year has been from
“more extensive matchbacks, leading to
more opportunities to increase prospecting,”
says Cuddledown president Chris Bradley.
“In the past, we did them periodically. Now,
we have a better idea of where our customers
are coming from and mail more efficiently
to support that.” — MG
c atalog success
•
march 2007
∆
A.J. Prindle and Co.
102 1/07
Previous 12-mth.
housefile and
month confirmed
business-to-business
business-to-consumer
RANK
Recent 12-mth.
housefile and
month confirmed
Catalog
103 TravelSmith
566,124
104
166,637
Active Mailorder
U.S. Fund For UNICEF
Rod’s Western Palace
Seeds of Change
105
106
107
108 Park Seed
Gurney’s Seed & Nursery Co.
Connecting
Threads
111
113 Road Runner Sports
115 Bass Pro Shops
118
119
120
121
122
$90
skateboards, skate gear
$45
cards, stationery, gifts
$92
western apparel
$40
flower, herb, vegetable seeds
18.4
$40
18.2
$100
18.1
18
$42
plants
$50
quilting books, supplies
Walter Karl
17.88
$145
home furnishings, décor
Mokrynskidirect
17.84
$110
sports apparel, shoes
Millard Group
deer hunting gifts, supplies
The Other List Co.
54,271
47,361
10/06
10/05
1/07
11/05
12/06
11/05
1/07
11/05
48,131
40,625
181,498
860,323
312,036
68,349
17.81
$60
9/05
12/06
9/05
1/07
12/05
8/06
11/05
1/07
12/05
30,366
9/06
288,346
7/06
46,541
11/06
392,459
10/06
12,820
1/07
14,347
11/06
332,814
25,875
10/05
246,302
6/05
39,807
8/05
335,893
7/05
10,979
10/05
12,301
12/05
Millard Group
12/06
D-J Associates
books, toys, collectibles
390,803
D-J Associates
Millard Group
10/05
167,100
D-J Associates
seeds, bulbs, potted plants
9/06
937,998
41,546
6/05
310,139
6/06
15,074
Belardi/Ostroy
ALC LLC
ALC
ALC
17.7
17.5
17.4
$100
$55
$60
outdoor apparel, gear
games, puzzles, gifts
landscaping plants
Chilcutt Direct
Marketing
Direct Media
Consumer Div.
ALC
17.36
17.1
16.9
16.8
16.77
16.6
$115
$150
$115
$77
$48
$160
rafting equipment
water sports equipment,
apparel
sports gear, apparel
tools, apparel
soul, gospel, jazz music
financial-themed gifts,
collectibles Chilcutt Direct
Marketing
List Services
Corp.
Belardi/Ostroy
ALC LLC
Names &
Addresses
Direct Media.
Direct Media
TravelSmith
#103
28
No stranger to growth, this catalog of
travel apparel and accessories has been on
the Catalog Success 200 four times previously — each year we’ve published it.
TravelSmith is one of the catalogs that
makes up Cornerstone Brands, which was
purchased by IAC/InterActiveCorp in early
2005. In February 2006, the Novato, Calif.based company launched IOS, or Individual
Original Style, a women’s apparel catalog
and Web site.
The catalog’s emphasis always has been
on wrinkle-resistant fabrics — both natural
and high-performance — that still can look
great even after being crammed in a suitcase
for a week or worn for long stretches on
airplanes. TravelSmith, which employs likeminded travelers with a passion for sharing
their knowledge and experience with customers, developed lightweight accessories
designed to make travel more secure and
comfortable.
— MG
c atalog success
•
march 2007
∆
123
19.1
19
18.9
18.5
2/06
196,341
Northwest River Supply
Overton’s
Sierra Adventure Edge
Duluth Trading Co.
Serenade Music
Wall Street Creations 139,958
1/07
1,104,357
Spilsbury
116
Spring
Hill Nurseries
117
56,299
48,944
$150
12/05
365,464
Deer Shack
114
19.2
12/06
64,571
17,769
travel apparel, accessories
List
Manager
474,818
8/05
80,675
Pierre Deux
112
Products
9/06
368,359
110
Average
order
value
11/05
1,017,266
Percent
growth
11/06
214,811
American Girl
109
Previous 12-mth.
housefile and
month confirmed
business-to-business
business-to-consumer
RANK
Catalog
Home Trends
Stumps
125
126 Femail Creations
Stonewall
Kitchen
127
124
128 Petals
153
catalogsuccess.com
552,725
Previous 12-mth.
housefile and
month confirmed
474,735
11/06
11/05
10/06
11/05
11/06
11/05
12/06
12/05
12/06
10/05
159,836
90,880
70,622
127,473
86,102
1/07
782,656
11/06
349,844
12/06
116,279
10/06
188,841
1/07
22,871
9/06
201,522
1/07
1,154,877
10/06
995,927
12/06
104,015
9/06
647,936
12/06
243,474
12/06
339,500
7/06
35,886
12/06
885,772
10/06
183,066
6/06
26,113
6/06
114,826
10/06
280,288
12/06
25,992
7/06
174,500
10/06
27,461
11/06
17,009
10/06
170,785
10/06
12,786
10/06
137,347
78,162
60,878
Average
order
value
Percent
growth
16.43
16.37
16.3
16
$50
$109
$80
$68
cleaning, storage, organizational products
party supplies
apparel, books, gifts
specialty foods
15.96
$105
silk flowers
74,259
15.95
$190
Corvette parts, gifts
11/05
677,000
15.6
$70
Christian books, 12/05
videos, gifts
302,841
15.52
$185
apparel, swimwear, shoes
9/05
100,667
15.51
$90
professional healthcare 10/05
apparel
163,510
15.49
$75
organizational products
12/05
19,885
15
$140
historical weapons, jewelry
9/05
175,388
14.9
$57
movies
12/05
1,006,473 14.8
$190
audio/video equipment, 9/05
movies, music
869,514
14.54
$75
gifts
11/05
90,848
14.493 $90
footwear
9/05
565,953
14.486 $300
home furnishings, décor
11/05
212,716
14.46
$47
beauty products
11/05
296,900
14.4
$95
swimwear, apparel
10/05
31,405
14.3
$77
pet supplies
12/05
776,825
14
$170
children’s home furnishings, 10/05
décor
160,656
13.95
$40
seeds, plants
5/05
22,960
13.73
$100
smoked meats
6/05
100,982
13.71
$65
orthopedic garments, 9/05
personal care supplies
246,620
13.65
$130
golf equipment
9/05
22,893
13.54
$80
legal-themed gifts, novelties
8/05
153,779
13.48
$200
home furnishings, décor
10/05
24,237
13.3
$55
coffee, gifts
11/05
15,016
13.27
$110
gifts
8/05
150,967
13.1
$105
British-themed videos, gifts
11/05
11,322
12.93
$120
outdoor gear, apparel
109,931
10/05
List
Manager
Products
Belardi/Ostroy
ALC LLC
Direct Media
Direct Media
Millard Group
Belardi/Ostroy
ALC LLC
Names &
Addresses
Millard Group
Mokrynskidirect
Direct Media
RMI Direct
Marketing
List Locators &
Managers
Direct Media
Statlistics
Belardi/Ostroy
ALC LLC
Fasano and
Associates
Mokrynskidirect
Mokrynskidirect
Specialists
Chilcutt Direct
Marketing
Specialists
Millard Group
Direct Media
Mokrynskidirect
ALC
Millard Group
Specialists
D-J Associates
Belardi/Ostroy
ALC LLC
Mokrynskidirect
D-J Associates
31
∆
Eckler’s Corvette 129
Christian Book 130 Distributors
Boston Proper
131
132 SmartScrubs
Get
Organized
133
Replicas
134 Museum
135 Critics Choice
Video & DVD
J&R
Music &
136
Computer World
RedEnvelope
137
138 Journeys
Home Decorators 139
Collection
Beauty
Boutique 140
Venus USA
141
That Pet Place
142 Pottery Barn Kids
143
Burpee
144 Nueskes
145
Support Plus
146 Golf Warehouse
147
For Counsel
148
West Elm
149
Green Mountain 150 Coffee Roasters
Eximious of London
151
Acorn Direct
152
Kevin’s
Recent 12-mth.
housefile and
month confirmed
business-to-business
business-to-consumer
452,825
78,943
401,028
12.92 11/05
26,973
12.88
12/05
69,979
12.81
WinterSilks
228,204
202,338
1/07
10/05
Back in the Saddle
82,161
72,928
Just My Size
High Country 155
Gardens
156 Edmund Scientific
154
157 158 Carol Wright
159 Burgers’ 160 Smokehouse
161 Tigerdirect
133 Museum Tour
162 Doctors Foster 163 and Smith Myron 164 Manufacturing Co. Motherwear
165
Bits and Pieces
166 Office Scapes Direct
11/06
30,448
10/06
11/06
11/06
2,672,815
11/06
47,898
11/06
Percent
growth
10/05
7/05
12.78
12.66
2,373,160 12.63
10/05
42,599
10/05
12.4
2,117,426
1,887,759 12.17
10/06
10/05
67,858
60,507
8/06
1,225,384
10/06
8/05
12.15
1,092,873 12.13
7/05
22,543
162,666
11.6
10/05
26,545
11.1
10/05
375,104
10.99
12/05
20,312
10.98
7/06
10/05
168 Bullock and Jones
32,008
28,852
169 12/06
166
Silhouettes 170
171
Magellan’s
Brookstone
172 Hale Indian River Groves Urban Outfitters
173 Neiman Marcus
174
Terry’s Village
175 Omaha Steaks
176 32
10/06
29,500
9/06
416,345
10/06
9/06
331,667
249,793
12/06
345,709
12/06
10/05
10.94
299,103
10.89
12/05
225,333
10.86
11/05
312,028
10.79
10/05
738,918
118,813
10.75
4/05
435,960
10.73
12/05
243,595
10.6
12/05
668,807
10.48
8/06
9/05
1,507,417
1,364,425 10.48
131,590
8/06
482,753
11/06
269,322
12/06
12/06
5,268,700
7/06
11/05
4,789,160 10
10/05
Recent 12-mth.
housefile and
month confirmed
Catalog
Previous 12-mth.
housefile and
month confirmed
Percent
growth
178 Autosport
125,243
113,941
9.9
12/06
12/05
Dean and Deluca
180 Dolly Duz Tiffany & Co.
181
42,636
11/06
38,816
9.8
9/05
17,200
9.5
11/05
472,518
9.4
8/05
182 Crutchfield
557,280
510,275
Klockit
69,464
63,665
9.1
1/07
12/05
1,541,157
1,414,255 8.97
12/05
400,997
8.96
10/05
179
183
Bloomingdales by 185 Mail
Musician’s Friend
Problem Solvers
187
188 Undergear
KingSize
189 Domestications
11/06
796,220
Orvis
691,100
640,387
7.9
12/06
11/05
128,982
119,605
10/05
235,788
7.8
7.76
Valley Vet Supply
Equine
Sahalie
Bike Nashbar 195 951,092
10/06
70,546
1/07
84,533
11/06
431,748
12/06
12/06
11/06
10/06
254,079
12/06
12/05
9/05
11/05
8.3
270,130
10/06
251,302
7.49
12/05
FLAX art & design
98,362
91,541
Creative Irish Gifts
128,655
119,778
61,586
57,480
7.14
10/05
531,534
7.11 198 Discovery Channel 200
436,912
9.2
862,021
194 199
12/06
1/06
Sierra Trading Post
191 197
516,928
963,568
190 196
11/06
874,146
8.8
10/05
64,887
8.7
11/05
77,932
8.47
11/05
398,099
8.45
12/05
888,896
8.4
186
193
18,834
12/06
184 Office Depot
192
9/06
Store
Jessica London Photoflex
10/06
12/06
10/06
569,299 1/07
107,891
9/06
10/05
9/05
11/05
7.45
7.41
100,736
7.1
10/05
∆
Victoria’s Secret 177 181,449
RANK
Previous 12-mth.
housefile and
month confirmed
RANK
Recent 12-mth.
housefile and
month confirmed
Catalog
business-to-business
c atalog success
•
march 2007
The mIn Process
T
he Catalog Success 200 is made possible by
information gathered from the current and
archival databases of Marketing INFORMATION
Network® (mIn). mIn’s 35 staff members provide
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 can be
found at www.minokc.com.
34
Our Methodology
Marketing INFORMATION Network® (mIn), a datacard database system, provided Catalog Success editors
with full access to its database, which consists of thousands of list rental datacards. From there, we whittled
down a file of more than 3,600 catalog datacards down
to more than 750 for further examination.
We then underwent an online vetting process and
eliminated the following types of catalog-related lists:
e-mail only, overseas only, compiled lists and catalogs
with 2006 12-month housefiles of less than 10,000
names.
After we narrowed down the field, mIn calculated
recent housefile growth rates for those catalogers and
ranked them in descending order. CS staff members
then examined every datacard in the top 250 we
received, further eliminating those in which an applesto-apples comparison of current and prior 12-month
housefile numbers couldn’t reliably be established. We
then kept the leading 200 — and there you have it.
If you have any questions about the Catalog Success
200, please contact Paul Miller, editor in chief, at (914)
669-8391 or pmiller@napco.com.
c atalog success
•
march 2007