The catalog business is going to make the transition online much faster than any of the prognosticators are saying. One out of every two Americans bought something via the mail last year. Ten years after that, catalog publishers are going to find they just can't compete. The economics are so obviously in favor of the Internet. A year ago we put our applications catalog on Silicon Surf.
Customers can go to the catalog and ask to see something about wind flow analysis.
Bam, right up on the screen, within a second or two, are the thirty applications that address wind flow analysis. It's very powerful and compelling, and it's reflected in our profits. By sending out a catalog every two weeks, you invade the consumer's space. That's powerful, but at Silicon Surf, we depend on our potential customers to think about us and come in of their own accord. I've tried combinations of active marketing.