APPLE UNVEILS FIRST RESULTS OF CD-ROM CATALOG TEST; TIME WARNER GETS TV GUIDE ON SCREEN; CATALOG 1 TO LAUNCH IN FOUR MARKETS; NEW PHILIPS INTERACTIVE MARKETING EXEC.

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Apple unveils first results

of CD-ROM catalog test

Apple Computer says its test of En Passant, a collection of catalogs on CD-ROM, proved multimedia marketing can increase browsing and sales. Apple found that 1.7 viewers per household watched the disc, with an average viewing time of 15 to 20 minutes, said Steve Franzese, director of multimedia marketing. The test, conducted in partnership with Electronic Data Systems and Redgate Communications Corp., targeted 30,000 registered owners of Apple Macintosh CD-ROM drives. Twenty catalog companies participated, including Lands End, Tiffany & Co., Pottery Barn, Williams-Sonoma and L.L. Bean. The 2-month test ended Jan. 31. "We've got absolute proof that we've extended the product life cycle well over the eight weeks [for a typical print catalog]," Mr. Franzese said. "We can show repeat purchases being made throughout the cycle." Viewers could browse, change colors of garments and listen to audio product descriptions. Order calls were made to a central 800-number and then transferred to the specific cataloger. Apple wouldn't say yet how many calls were received or the number of orders taken.

Time Warner gets TV Guide On Screen

Time Warner is turning to two competitors for an on-screen guide for its Full Service Network test in Orlando. Time Warner said it will use TV Guide On Screen, a joint venture between News America Publishing Co. and Tele-Communications Inc., to allow viewers to select TV listings by time, channel and category. A spokeswoman said the deal isn't unusual for Time Warner, which is teaming with TCI for the upcoming Sega Channel. TV Guide On Screen "best fit with our vision for functionality and appearance of the program guide," the spokeswoman said.

Catalog 1 to launch in four markets

On another front, Time Warner Entertainment and Spiegel said Catalog 1, their cable TV shopping network, will launch March 28 in four markets: Rochester, N.Y.; suburban Milwaukee; Nashua, N.H.; and Columbus, Ohio. The partners also said the Bombay Co. is the latest cataloger to agree to participate in the network, joining a list that includes Spiegel, Eddie Bauer, Neiman Marcus and the Sharper Image.

New Philips Interactive marketing exec

Philips Interactive Media named Stephen M. Race to the new post of senior VP in charge of sales and marketing activities for its interactive software products in North America. Mr. Race, a former general manager at Reebok International, was most recently a consultant to various entertainment and media companies, including Sega of America.

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