Interviews With Innovators

How DrsFosterSmith.com uses video
to create ecommerce success

by Jeff Molander

Use of Web-delivered video to market in a down economy may seem like frivolous spending.  But not to serious, successful marketers like Drs. Foster Smith — a catalog and Internet distributor of pet goods and medical devices.  Savvy marketers like Gordon MaGee are increasingly becoming publishers. This seasoned, catalog-based direct marketer is investing in their own staff, production facilities and syndicating widely, on the Web with peteducation.com, and on national cable television. I sat down with their online chief to capture this best practice — to find out how the company cost-justifies and measures its continued investment in online video.