Retailers shift their ad spending from TV, radio and print ads to digital ads.
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With sales that increased 47.1% to $1.75 million in 2010 from $1.19 million in 2009, The Pond Guy (No. 898) is the fastest-growing cataloger in the Second 500, followed by Mack’s Prairie Wings Inc. (No. 535), a direct marketer of waterfowl-specific hunting equipment and clothing, which racked up 2010 e-commerce revenue of $11.0 million. The Pond Guy is growing online by using the web to become among the most knowledgeable retailers of water garden supplies. “Catalogs taught us all about content being king and how to get a lot more web business out of our existing customers,” says general manager Joe Mejia.
The 2011 Internet Retailer Second 500 Guide ranks, profiles and analyzes the next 500 retailers by online sales after the 500 ranked in the Internet Retailer Top 500 Guide, including several that are growing rapidly. For information on how to order click here. To see the full list of Second 500 merchants click here.