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 November 15 , 2004 eBay Snail-Mails Print Catalog to Millions of Users eBay mailed a 32-page print catalog to millions of its users on Monday. The print catalog describes various items that can be found on eBay, along with suggested search terms. For example, a listing for Nine West Boots says, "From flats to heels, ankle to knee-high, eBay has a huge selection of brand-new Boots from Nine West and other famous Brands. Search: NINE WEST BOOTS (NEW, NIB). On eBay from $20.49." The cover features attractive color photos and reads, "Just what you wished for. Perfect Gifts - Incredible Savings! eBay Holiday 2004." The print catalog also points to an online version of the catalog powered by Scene7 that features links from each item to search results. eBay heavily promotes gift certificates in the catalog. The certificates can be used only on items where PayPal is accepted. eBay first used print catalogs in 2001 when they inserted them inside 55 newspapers on three consecutive Sundays. Last year, eBay mailed two million pieces of direct mail to promote eBay's branded MasterCard. USA Today reports that eBay is mailing the new catalogs to several million eBay customers in the U.S., and says eBay is considering publishing catalogs throughout the year if this campaign is successful. http://pages.ebay.com/catalog Copyright 1999-2005 - Steiner Associates. All rights reserved |
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