Disney
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Disney
The Walt Disney Company, an icon of mainstream America, will move against the grain of conventional business strategy when it stops distributing its catalog and instead embarks on a Web-only initiative. Disney spent $18 million to mail 30 million catalogs and half of them were sent in the holiday season. In fiscal 2005, Disney's consumer products division, which includes stores, product licensing, catalog, and the Internet, sold nearly $21 billion globally. The $18 million that went into the catalog division will instead be used to buy search-engine advertisements, improve the company's e-mail marketing campaigns and develop a more extensive roster of third-party sites, known in industry parlance as affiliates, to help refer buyers to Disney.com.