His contact info for inventors who want to get in touch with Jim is at the end of the article. You sell to a large market. Approximately two-thirds of all consumers have made a purchase through mail order in the last 12 months. With the right product a company can go from nothing to several million in sales - just through catalogs. You compete more easily.
Catalogs offer a level playing field for the big corporation and the smallest start-up.
With few exceptions, products are judged and sell on their merits, not on the reputation or size of the manufacturer. You need just one product. Catalogs evaluate one product at a time. So the one-product company is not at a disadvantage as they are when trying to break into a department store. You save on packaging.