When peter monticup opened his first storefront magic shop in upstate New York in 1971, his goal was to sell more than just magic supplies. Monticup often invited magicians to the store to discuss their careers or hold seminars on how to use magic in everyday life. Peter's original mission carries over to the company's Internet presence. In addition to an assortment of tricks, customers can buy videotapes and books, or just browse articles. As sales increased, Jackie wanted to get a better handle on who was using the site and how they heard about it.
Magicians are very slow to accept the Internet.
They stick with reading magic publications and they like the experience of going into magic shops. Information on the site lets people know what trick to select if they're buying for someone else and gives them information on skill levels. Even when we had just the storefront, we believed in giving the customer more than just the trick. It was difficult to get a handle on who was sending us traffic. I would read the magic trade publications to see how magicians regarded Web sites.