Wholesale Source Magazine

W HOLESALE
For Distributors & Retailers of Variety S OURCE

& General Merchandise
Inspirat
ional
Gifts
Tips for Hiring

Holiday Help
The Online and
In-Store Crossover
Conundrum
COMPANY PROFILE:
World Health Products, LLC
November 2009 • Volume 17, No. 11
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November 2009 WHOLESALESOURCE
For Distributors & Retailers of Variety
Publisher/President
Jack McAndrew
& General Merchandise
a t - a - g l a n c e ADvertising
Vice President – Operations

Gary Riddle
Director – Group Sales
Mark Campbell
Economy getting you down? Are you thinking about
Advertising Coordinator
relocating? According to Money Magazine, following Robert Smith
are the top 5 most livable cities: Louisville, CO, Advertising Coordinator
Chanhassen, MN, Papillion, NE, Middleton, WI and Brittany Ryan
so the East Cost is not left out — Milton, MA . creative
Editor
M. F. Pascal
Assistant Editor
Tony D’Ignazio
Having difficulty finding that special gift for that Art Director
special someone? Well if that person is a bowler you Joshua Hughes
might want to check out the popular scented bowling Contributor
Veronica Sliva
balls. Scented balls appear to be all of the rage. The
first scent created several years ago was grape, but now administration
one can choose from, vanilla, black cherry, pineapple Comptroller

Richard Cavalier
and cinnamon. Hang if from your mirror and you
IT Director
have a jumbo size car freshener! Damian Eklund
IT Commerce
Justin Sgalio
Circulation
Some phrases should probably just be struck from our vocabulary. A recent study revealed the James Fraser
5 most annoying phrases in our trendy lexicon are: “Whatever,” “Anyway,” “It is what it Is,”
“At the end of the day,” and “ya know.” Some retailers
are scripting their employees more stringently to avoid
these common expressions. Another expression for
front-line retail employees to loose is “No problem”
as opposed to “thank you.” As one frustrated customer
Published by:
quipped, “Of course it is no problem, you’re taking Show Communications
my money.” 423 Lenni Rd., Lenni, PA 19052
800.297.4036
610.361.8555, 610.361.0117 fax
wsmag.com
Wholesale Source Magazine (USPS 021354) is published monthly, by Show Communications, Inc., 423 Lenni Road, Lenni, PA 19052. One year subscription rate is $45.00 for U.S.
Overseas airmail rates apply for Central/South America, Europe and Mexico, $245.00 for one year. Asia, Australia, and Pacific Islands $295.00 for one year. Periodical postage paid at Lenni, PA 19052
and additional mailing offices. Overnight deliveries to: 423 Lenni Road, Lenni, PA 19052. Please send subscription requests to: Show Communications, at the preceding address. POSTMASTER: Send
address changes to Wholesale Source Magazine, 423 Lenni Road, Lenni, PA 19052. Views expressed in articles published in Wholesale Source are the views of authors and individual contributors
and are not to be attributed to Wholesale Source, its editorial advisors, its advertisers, unless expressly stated. Wholesale Source does not verify the accuracy of claims made in advertisements,
and publication of an ad does not imply endorsement by the magazine. Some products advertised in Wholesale Source may be illegal in some states. ERRORS – It is Wholesale Source’s policy to
review all ads set in-house with the advertiser regarding content, spelling, prices, and contact information PRIOR to publication. In ALL cases, including camera-ready ads, the advertiser assumes
complete responsibility for the accuracy of information presented in ads. In any case where an error is clearly the fault of Wholesale Source, and which would prevent a reader from contacting an
advertiser or in which incorrect pricing is involved, Wholesale Source’s liability will be limited to granting a FREE ad run to the advertiser or a correction announcement, whichever the advertiser
prefers, provided Wholesale Source is notified PRIOR to the next edition’s deadline. Placing an advertisement in Wholesale Source constitutes acknowledgement and acceptance of these items.
4 @ wsmag.com november 2009
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N O V E M B E R 2 0 0 9
66
The economy is not great and most consumers are watching their
pocketbooks closely. But everyone needs a little encouragement now and
then, perhaps even more so in our uncertain world. When it is time to
give a gift, a personal, well-meaning little gift with an inspirational word or
quote may just the ticket. It’s not surprising that even though shoppers are
cutting down on other types of purchases, inspirational items are selling
very well. People are looking for hope in any way possible.
F E AT U R E S B U S I N E S S F O C U S
82 Hiring Holiday Help 58 Good Behavior by Decree

During the holidays retailers are often in need of a few Yes, you can legislate good behavior. Quint Studer,
extra employees. However, they may not be aware of author of Wall Street Journal bestseller Results That
the risks and liabilities that come with hiring temporary Last, explains how to create and use a Standards
workers. Fisher & Phillips a law firm that specializes of Behavior contract that boosts morale, customer
in employment and labor law has provided a few very satisfaction, and profitability.
important tips for retailers this season.
T E C H U P D A T E
110 The Online and In-Store
Crossover Conundrum 98 YOWZA
Can online and in-store have a synergistic channel Yowza!! removes the need to clip coupons or print out
relationship? The crossover sales question leaves emails with promo codes by offering deals directly
marketers wondering—what are the incremental offline to the mobile device. Users can search for nearby,
sales attributable to my Web site and do I run the risk participating retailers either via zip code or by using
of cannibalization? the device’s built-in GPS to find stores within 1, 5, 15,
25 or even 50 miles of their current location. Once
an offer is selected, a mobile coupon code or scan-able
barcode can be redeemed at checkout.
6 @ WSMAG.COM NOVEMBER 2009
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N O V E M B E R 2 0 0 9
Departments
C O M P A N Y P R O F I L E S
74 World Health Products, LLC

www.teamGAT.com
www.clomapharma.com
T R E N D S
56 Road Mice™ Wired Models

86 Bakeware
114 Halloween: Record-Breaking Sales
122 Gift Cards
90
I N D U S T R Y, E T C .
50 Pure Hemp Papers R E S O U R C E S

90 Chocolate Peeps
130 Show Calendar
92 DuneCraft New Products
132 Rates and Distribution Schedule
118 Demeter Fragrance Library
140 Resource Center
136 AWMA Real Deal Expo
144 Advertising Directory
S N I P P E T S
104 Good Night Lite

WHOLESALE SOURCE ONLINE
Wholesale Source Magazine can be

D E S T I N A T I O N S viewed monthly at wsmag.com
in a complete online format using
our e-magazine flip technology.
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38 @ wsmag.com November 2009
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41
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I N D U S T R Y , E T C .
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t r e n d s
ROAD MICE™ WIRED MODELS

NOW CRUISING THE INFORMATION SUPER HIGHWAY
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b u s i n e s s f o c u s
Good Behavior
by Decree?
How a Simple Contract

Can Motivate Employees
to Create a Kinder, Gentler
(More Prosperous) Workplace
58
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Yes, you can legislate good behavior. Quint Studer, author of Wall Street
Journal bestseller Results That Last, explains how to create and use a
Standards of Behavior contract that boosts morale, customer satisfaction,
and profitability.
Consider the things your employees do that you wish they wouldn’t.
Allison, for instance, chews gum—loudly—when she’s on the phone with
customers. Calvin consistently forgets to turn off his cell phone at critical
times. (Last week it burst into a rousing chorus of It’s a Small World during
an important meeting with potential investors from China.) And Joshua’s
tendency to aggressively share his religious and political views creates a
palpable tension in the office, particularly during election season. None of
them are bad employees, but they do have bad habits that irritate customers
and coworkers alike.
59
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B U s i n e s s f o c u s
If you assume there’s nothing you can do about such all-too- “Obviously, you want employees to leave a positive impression on
human flaws and foibles, think again, says Quint Studer. You customers,” says Studer, who is best known for using evidence-
can legislate good behavior—and what’s more, the vast majority based leadership to help companies “hardwire” leader behaviors
of employees will be glad you did. that effect culture change and create lasting business results.
“And it’s also important for morale to have everyone behaving
“Don’t assume people will feel that you’re infringing on their in appropriate ways. Employees who frequently behave in
rights when you create a set of behavioral rules,” says Studer, ways that their coworkers deem inappropriate are certainly not
author of Wall Street Journal bestseller Results That Last: contributing to a happy, unified, productive team. And here’s
Hardwiring Behaviors That Will Take Your Company to the the real bottom line: If you don’t spell out which behaviors are
Top. “Most of them are as irritated by the offenders as you and acceptable and which are not, you can’t hold people accountable
your customers are. Besides, most people appreciate having for them.”
‘official guidelines’—it eliminates their own confusion as well as
that of their coworkers.” Studer’s solution is simple and amazingly effective. He
recommends that organizations develop a “Standards of Behavior”
You might assume that, say, knocking before entering someone’s contract and have everyone, from CEO to receptionist, sign it.
office is a “common sense” behavior. But it’s not always. For people This document can address any and all aspects of behavior at
who grew up in a family with lots of siblings, few bathrooms, work: from interaction with clients to phone etiquette to “good
and even fewer boundaries, knocking on doors might feel like a manners” (knocking on doors) to “positive attitude” markers
needless formality. In other words, common sense is a subjective (smiling or saying thank you).
concept, depending in part on an individual’s background. Still,
it’s very important that every employee display behavior that’s
consistent with company standards and aligned with desired
outcomes.
1109 48-63.indd 13 10/29/09 10:27:40 AM

Interested in creating a Standards of Behavior contract for your company? Studer offers the following tips:
n Seek input from all employees in creating the document. Put Sometimes a simple meeting in which you show an employee
together a “Standards Team” to spearhead the initiative and the signed pledge and point out her error is sufficient. Other
create the first draft. Just be sure that everyone has a chance times, you might need to write her up or take more drastic
to review the document and provide input before it’s finalized. disciplinary measures. But one thing is clear: The Standards
Do not have Human Resources write it and impose it on of Behavior pledge gives you something to hold people
everyone else. You want to create buy-in, and that requires accountable to. It’s worth implementing for that reason alone.
companywide participation.
n Create a designated “Standard of the Month.” Every month,
n Align desired behaviors with corporate goals and desired highlight a specific standard. This will boost awareness of
outcomes. Before you start writing, take a look at your the standards in general and will get people thinking about
organization’s long-term goals and areas that need improvement. how that specific one applies to their daily lives. Let’s say, for
You must be able to measure the success of your standards by example, that you decide to focus on your policy for dealing
seeing an impact in many of the key metrics of your operation, with disgruntled customers. At the beginning of the month,
whether those are increased customer satisfaction, reduced a “reminder” e-mail detailing the policy is sent out. Next,
rejects, or other measures. you might ask employees to write up real-life or hypothetical
scenarios in which they must deal with angry or dissatisfied
n Be crystal clear and very specific in your wording. Don’t write customers. Finally, you might hold a companywide forum in
“Display a positive attitude.” Do write “Smile, make eye which you recruit people to “act out” both sides of a conflict:
contact, and greet customers by name.” Don’t worry about the disgruntled customer and the employee trying to soothe
insulting people’s intelligence. Sometimes people really, truly her. Not only is this fun and often hilarious, it can be a valuable
don’t know what appropriate behavior is, and what isn’t. For learning tool, as it forces people to see both sides of an issue.
instance, if you don’t want common “slang” phrases used with
customers, you need to identify them right up front. One n Update the Standards of Behavior. The standards are dynamic
Standards of Behavior document created by a Studer client and will need to be updated from time to time. One or two
contains the phone etiquette directive: Avoid phrases like directives may not work as intended and may need to be
“OK,” “Yeah,” “Hold on,” “Honey,” and “See ya.” changed. You may also discover new standards that need to be
added as your company grows and evolves in new directions.
n Hold a ceremonial Standards of Behavior “roll out.” Once you Make changes as necessary. Your Standards of Behavior should
have finalized your Standards of Behavior document, it’s time be a “living document” that serves your company...not the
to implement it. Hold an employee forum or companywide other way around.
meeting in which you introduce the standards and distribute
pledges for everyone to sign. You might want to create an event n Have new applicants sign it right up front. Before you even
around your CEO and leadership team signing the pledge. You interview prospective new employees, have them read and sign
may even hold activities designed to educate employees about your Standards of Behavior. You will be able to eliminate people
some of the points. Make it fun. But do have everyone sign from the race up front if they visibly balk at conforming to
a pledge—it’s amazing how much more seriously people take your corporate culture. But more important, when you do hire
rules when they’ve signed on the dotted line. someone, there will be no doubt in his mind what you expect
of him. If he is going to have trouble meeting your standards,
n Hold people accountable when they violate a standard. Make you will probably know during the initial “probationary”
sure all employees know they’ll be held accountable for the period.
behaviors outlined in the Standards of Behavior document.
Then, just do it. How you hold them accountable is up to you.
61
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Studer says just knowing that a Standards of Behavior document
exists—and knowing that their signature is affixed to a pledge About the Author:
to uphold it—is enough to keep employees on their toes. It Quint Studer not only teaches it, he has done it. After
creates an extra boost of awareness that really does affect day-to- leading organizations to breakthrough results, Quint
day behavior. It creates the same behavior expectations for the formed Studer Group®, an outcomes firm that implements
entire team. Best of all, it functions as a tidal pull on problem evidence-based leadership systems that help clients attain
employees, bringing them up to a higher level of performance. and sustain outstanding results. He was named one of the
“Top 100 Most Powerful People in Healthcare” by Modern
Obviously, when overall performance improves, so does the Healthcare magazine for his work on institutional healthcare
quality of your products and services, the satisfaction level of improvement. Studer was named “Master of Business” by
your customers, and—last but not least—your profit sheets. Inc. magazine. He is the author of Hardwiring Excellence:
Purpose, Worthwhile Work, Making a Difference; 101
“You may worry that enforcing Standards of Behavior will Answers to Questions Leaders Ask; and Wall Street Journal
create a company of robots—a company in which human bestseller Results That Last: Hardwiring Behaviors That Will
differences are discouraged in favor of mindless conformity,” Take Your Company to the Top. For more information, visit
he writes in Results That Last. “That is not true! An office studergroup.com.
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environment of fairness, cleanliness, and good manners—and
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1109 48-63.indd 15 10/29/09 10:27:43 AM

i n d u s t r y , e t c .
Economy to Impact Two-Thirds of Families this Holiday Season
According to NRF Survey -NRF Advises Shopping Early to Compensate September, traffic to the nation’s ports has scaled back to levels not seen
for Lower Inventory- Retailers are about to embark on the holiday season of since 2003. “In anticipation of weak demand, many retailers scaled back
the serious bargain hunter. According to NRF’s 2009 Holiday Consumer on inventory levels to prevent unplanned markdowns at the end of the
Intentions and Actions Survey, conducted by BIGresearch, U.S. consumers season,” said NRF President and CEO Tracy Mullin. “Once the most
plan to spend an average of $682.74 on holiday-related shopping, a 3.2 popular items are gone, retailers won’t have anywhere to get them, so if
percent drop from last year’s $705.01.* It comes as no surprise that the there was ever a holiday season to buy early, this is it.”
economy was an overriding theme throughout this year’s survey. Two-
thirds of Americans (65.3%) say the economy will affect their holiday plans Whether they’re shopping to get the best selection or trying to stretch out
this year, with the majority of these consumers saying they’re adjusting by spending over a longer period of time, many holiday shoppers are starting
simply spending less (84.2%).** People will also be shopping for sales more early. According to the survey, 39 percent of Americans will begin their
often (55.0%), using more coupons (41.7%) and putting up last year’s holiday shopping before Halloween, which is comparable to previous years.
decorations (34.0%). Many Americans will also make changes in gift-giving, As in previous years, three-fourths of Americans’ holiday budget will be
planning to buy more practical gifts (36.0%), buying a joint gift for kids spent on gifts. While spending on family members will decline by a slight
or parents (17.3%), and making more gifts (16.7%). Additionally, more two percent ($387.06 in ’09 vs. $395.15 in ’08), gifts for friends ($66.77
than one-fourth of Americans (28.6%) say the economy is forcing them to vs. $80.13) and co-workers ($19.26 vs. $22.63) will see double-digit drops.
travel less or not at all for the holidays. “While last holiday season was filled Americans also plan to spend about five percent less ($34.81 vs. $36.88)
with chaotic confusion, adjusting to uncertainty has now become routine on “other” gifts for people like babysitters, teachers and clergy. Candy and
for many Americans,” said NRF President and CEO Tracy Mullin. “This food spending may be one bright spot this year, with the average person
holiday season will be a bit of a dance between retailers and shoppers, with planning to spend $10 more in that category than last year ($90.26 in 2009
each group feeling the other out to understand how things have changed vs. $80.28 in 2008). Spending on other non-gift categories like decorations
and how they must adapt.” Americans’ eagle-eye on bargain hunting is ($40.75 in ’09 vs. $43.45 in ’08), greeting cards and postage ($26.77 vs.
adjusting the priorities of many shoppers. According to the survey, more $27.39), and flowers ($17.05 vs. $19.10) is expected to drop. “While
than half of holiday shoppers say that sales and price discounts (43.3%) the economic climate has shown some improvement from last holiday
or everyday low prices (12.7%) will be the most important factor when season, retailers are not out of the woods yet,” said Phil Rist, Executive
deciding where to shop. Factors like selection (21.0%), quality (11.8%), Vice President, Strategic Initiatives, BIGresearch. “With a variety of factors
convenience (4.9%) and customer service (4.4%) declined from last year. still up in the air, including uncertainty over job security, many Americans
Not surprisingly, the majority of holiday shoppers (70.1%) will purchase just aren’t buying into the talk of recovery.” Though Americans were less
from discounters this year, though more than half (55.8%) will also shop inclined to purchase gift cards last season, the popular gifts retain their
at department stores. Grocery stores (45.0%), the Internet (42.4%), spot at the top of the list among gift recipients. According to the survey,
clothing stores (33.8%) and electronics stores (31.8%) will also be popular 55.2 percent of adults would like to receive a gift card this holiday season,
destinations. In addition, one in ten holiday shoppers (11.4%) will buy with clothing (48.8%), books and DVDs (48.6%) and electronics (33.2%)
gifts or other holiday-related merchandise at thrift stores or resale shops.*** among other popular choices. NRF continues to expect holiday sales to
Retailers are compensating for soft sales this holiday season by cutting decline 1.0 percent to $437.6 billion.
back on inventory. According to NRF’s Port Tracker report, released in
63
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F E A T U R E
1109 64-79.indd 3 10/29/09 10:37:17 AM

The economy is not great and most consumers are watching their
pocketbooks closely. But everyone needs a little encouragement
now and then, perhaps even more so in our uncertain world.
When it is time to give a gift, a personal, well-meaning little gift
with an inspirational word or quote may just the ticket. It’s not
surprising that even though shoppers are cutting down on other
types of purchases, inspirational items are selling very well. People
are looking for hope in any way possible.
67
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f e a t u r e
Celebrity Inspiration The need to seek out hope has allowed inspirational products
to that used to be found predominantly in Christian bookstores
If you want to see the to become main stream. Today most gift stores and general
face of “Inspiration” merchandise retailers, department and discount stores offer a
look no further than range of inspirational products.
Oprah Winfrey.
Winfrey’s battalion of Michael Russo, President of the Gift Association of America,
media enterprises… said that the tragic events of September 11, 2001 served to send
her TV program, The sales of inspirational products skyrocketing. Research conducted
Oprah Winfrey Show, the magazine O, her website, Oprah. by Packaged Facts, a division of MarketResearch.com, in their
com and Oprah Radio are all venues designed to inspire and report “The Religious Products Market in the U.S.” estimated
somehow help us become happier and more content — to be retail sales of inspirational gifts and merchandise in the U.S.
better people. religious publishing and products market totalled $1.9 billion
in 2005, an increase of 11.8 % over the previous year. Growth is
Oprah’s topics address personal and social concerns. “Live your forecasted all the way through 2010, to $2.4 billion.
best life” is the slogan on Oprah’s website, where you’ll find lots
of food for inspirational thought. The “Spirit” section provides Religion’s Role
a myriad of tools to help you reflect on life’s questions. Not
only are you encouraged to live your best life with inspirational The U.S. religious
quotes and stories, but surprise, surprise, there’s an assortment publishing market
of merchandise offered for sale too. is worth over $7.5
billion and has enjoyed
Inspiration tremendous growth
Sells in recent years, as
faith and spirituality
Make no mistake about increasing gained importance in American life. Although religious
it, there’s money in merchandise can and does cover all religions, it is most often
Inspiration…especially associated in North America with Christian denominations.
in a poor economy.
Words of inspiration such as Believe, Imagine, Dream, or Family The report, “The Religious Products Market in the U.S.: Books,
evoke positive thoughts and messages as do phrases like “Live Music, Video and Accessories”, compiled by Packaged Facts,
Your Best Life” or “Live Your Own Dreams”. Inspirational gifts explains why religion is a major market segment. The report
deliver uplifting, messages through symbols such as angels, hearts, cites Simmons Market Research Bureau as stating that more
and crosses. Inspired words grace every product imaginable from than 78% of American adults are Christians. Russo makes the
mugs and magnets to calendars and posters. No matter how the point, “Combine this statistic with the reports on the evening
message is delivered, or what type of product it is emblazoned news, and you get a clue as to why sales of these comforting
on, the idea is to make the giver and the receiver feel good. products are on the rise. The news of the world is frightening
and when people are troubled, they turn to God. They look for
Scott Testa, Professor of Marketing at St. Joseph’s University spiritual guidance.”
in Philadelphia, said “These products help solve some of the
feelings of worry. An inspirational product is something that
lifts morale and is not necessarily associated with any particular
religious belief.”
1109 64-79.indd 5 10/29/09 10:37:19 AM

According to a 2007 study by Christian Bookstore Association Inspiration can also be worn on garments or jewelry. Words
and Christian Retailing, the inspirational product market is to live by such as, Strength, Love, Believe, and Imagine are
comprised of Bibles, books, music, gifts, greeting cards, toys and popular. Initially sought out as gifts, customers often buy
apparel. While there are thousands of different types of products them themselves.
in these categories, over the last several years, apparel and general
gifts have especially experienced significant growth. Gift and Occasions for
apparel margins are much higher than other categories. inspiration
There are many
It’s not just products with Christian themes that are doing well.
occasions suitable for
Other faiths such as Jewish, Muslim, Hindu and others are
inspirational gifts.
also in the mix. Wise retailers should make the effort to know
Christmas, Easter,
their customers. In the Jewish faith, for example, many items
Hanukkah, and Kwanzaa rank high, as well as weddings and
have Hebrew writing making it difficult for the the non-Jewish
such Christian traditions as a christening, First Communion,
(or non-Hebrew-educated) customer to translate the message.
and Confirmation. Mother’s Day is another popular occasion
Certainly, they will be less inclined to purchase these items. If
for inspirational products.
you have such diverse demographics in your customer base,
you’ll want to offer a variety of products that target more than
Life’s tragedies provide an opportunity to express meaning and
one segment.
hope. Comfort and sympathy is a strong-selling gift category.
Inspirational gifts allow their buyers to share encouragement
Inspirational products can be defined as something involving
with the recipients in times of bereavement or during sickness.
text, words of wisdom or quotes. This trend goes beyond
religion. It’s an emotionally based expression of life feelings
Merchandising Inspiration
and life-markers. Some retailers who are not familiar with the
intricacies of religious sectors may want to keep their products It’s the words (or symbol) that makes the sale. Retailers should
more God-related than Christ-related. carry a wide variety of messages generate an interest and meet
the needs of a variety of customers. Because these products are
The Medium message-driven, try to emphasize the messages in your store. For
for the example, display large signs with words such as Imagine and
Message Hope. Group products with similar messages together and offer
items in a variety of price ranges together in one area. For major
If you can print on it,
holidays and celebrations, inspirational displays should be front
you have a medium
and center.
for your inspirational
message. The list is long…candles, refrigerator magnets, mugs
Inspirational gifts are meant to touch the recipient in ways that
and address books, paper weights…on and on it goes.
ordinary gifts cannot. As a retailer, make sure the messages you
carry are delivered loud and clear. Considering the many reasons
Some messages are expressed in words others are expressed
we seek inspiration, it’s a category worth trying. Have faith and
symbolically. Angels, for example, are a popular inspirational
give them a try.
theme. Some of the more popular products are planters,
fountains and garden angels with messages like “Plant kindness
and simplicity in the garden of your soul”,
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c o m p a n y p r o f i l e
World Health Products, LLC

dba German American Technologies (GAT)
www.teamGAT.com
dba Cloma Pharma Laboratories
www.clomapharma.com
64 Sunnyside Avenue, 2nd Floor
Stamford, CT 06902
Toll-Free: 888-811-4286
International: 203-325-8567
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World Health Products, LLC is the parent company for Cloma Pharma GAT Products
Laboratories, makers of ECA stacks such as Methyldrene™; and Amino 2100™ BCAA Capsules™
German American Technologies (GAT), home of the Jetfuel® brand of FinaJet™
Glutamine Peptide™ Capsules
diet and energy products. WHP was created in 1997 by Charles Moser, Jetfuel® JetFuel® Pyro
the current CEO. Charles wanted to provide a diverse group of young JetFUSE NOX™ JetMASS™
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“My deep interest in human strength began in 1987. After seven years
of college, I dedicated myself to enhancing the bodybuilding and fitness The Cloma Pharma line includes four energizing ECA stacks for extreme
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others have given me the inspiration to continue to research fitness,
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Asia Black™
In the last twelve years sales of GAT and Cloma Pharma, products have Black Widow™
expanded to over 25 countries. Many of the products are sold in gyms, China White™
drug store chains such as GNC, health food stores such as The Vitamin Methyldrene™
Shoppe, and wherever high-quality dietary supplements are sold.
GAT and Cloma Pharma Laboratories have shown sustained growth
The GAT line includes pre- and post-workout supplements, as well as despite the bad economy. Both are working to expand their appeal and
advanced thermogenics and other fitness and performance supplements. reach. Cloma Pharma Laboratories just released China White, their
GAT routinely exhibits at The Arnold, LA Fitness Expo, Olympia, and newest diamond-tab ECA stack supplement.
other IFBB bodybuilding and fitness shows. They also advertise regularly
in FLEX, Muscle & Fitness, Oxygen, Muscular Development, and GAT has set its focus on new product development that reaches into
MuscleMag International. They have a robust sampling program and a the mass market, including retail chains, convenience stores, and other
comprehensive set of sales support premiums for the asking, including locations. GAT recently introduced a range of new products, including
t-shirts, catalogs, sell sheets and other promotional items, so that retailers Jetfuel® Pyro, the #1 feelgood fat burner. Many more exciting products
can try the products themselves, promote them, and provide sales are in development as part of their mass market expansion.
information and samples to their customers.
GAT and Cloma Pharma products can be purchased by calling their
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(203) 325-8567 (also for calls from outside the US).
“I am relentless in my pursuit of cutting-edge performance supplementation world wide. We go to the

ends of the earth to procure the most exotic and innovative compounds to formulate our products, and
continue to research and develop the best, most exciting nutraceuticals in an ever-evolving industry.”
—Charles Moser, CEO
75
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f e a t u r e
Tips For Hiring Holiday Help That

Maximize Retailers’ Rights and Avoid Costly Lawsuits
During the holidays retailers are often in need of a few extra employees. However, they may not be aware of the risks and
liabilities that come with hiring temporary workers. Fisher & Phillips a law firm that specializes in employment and labor law
has provided a few very important tips for retailers this season.
Despite the recession, the holiday season will undoubtedly be the busiest time of year for retailers — providing them with the
opportunity to gain some profitable momentum as the year comes to an end. Many retail companies will rely upon short-term
staffers to help them get through the craziness of the holiday shopping season. However, in today’s era of rampant litigation,
retail employers have become a target and must be aware of the legal liabilities they face during this important time of year
for their business.
Boman and Fisher & Phillips’ Retail Industry Practice Group have experience representing some of the nation’s leading retail
chains, including a number of Fortune 500 businesses. He is available to provide retail-specific insight into a wide spectrum
of employment law matters, including the following hot-button issues associated with hiring temporary holiday help:
1109 80-97.indd 3 10/29/09 10:51:00 AM

Be Clear about the Position from the Start. Job must show that it would pose undue hardship. During the hiring
advertisements should state that the position is a temporary one, process, notify the applicant upfront regarding dates they may be
and employers should not guarantee a specific length of employ- scheduled or other requirements in order to help screen out poten-
ment. In addition, communicate dress code requirements clearly tial problems before they arise.
as well as the dates and hours you expect the staff to be available
Don’t Overlook the Importance of Background
to work. If you are hiring certain people to work on a holiday or
Checks. In general, it’s a good idea to do at least a criminal
at odd hours, you should say so up front.
background check on all viable job applicants. Background
Obey All Break Requirements & Know the Child screening firms will work with employers to comply with federal
Labor Issues. Even during the hectic holiday shopping days, and state laws, and make recommendations as to the types of
retail employers must obey all overtime, meal and rest period background checks necessary based upon the job’s requirements
requirements for their nonexempt employees. In addition, many and duties. Remember that some of these temporary employees
high school students start their first jobs in the retail industry. may become full-time staff, and communicating expectations is
In-depth knowledge of the state’s child labor laws can safeguard important.
employers against costly legal actions before they occur.
Notify Employees if Surveillance Cameras are
Properly Classify Employees. Most temporary holi- Watching. If surveillance cameras are on the property as part
day staff members won’t be exempt unless retailers are hiring of a loss prevention program or to heighten overall security,
management personnel. To be exempt from receiving overtime ensure that staff members are aware their actions may be caught
pay, meal periods and rest breaks, employees must meet certain on tape.
wage requirements and fulfill certain duties. Simply paying an
Know State Laws About Refusing to Hire the
employee on a salary rather than hourly basis does not automati-
cally make an employee “exempt.” Unattractive. Many service- and sales-oriented businesses
base their hiring practices largely on appearance—believing the
“Retail employers shouldn’t let the fast-paced, hectic nature of the holiday rush
undermine their efforts to utilize sound hiring and personnel decisions. Without
taking proper precautionary measures and keeping employment law requirements
top of mind, retailers become a vulnerable target for litigation.”
—Christopher J. Boman, partner, Fisher & Phillips LLP
Ensure Company Handbook Addresses Compensa- outward appearance of their employees will positively affect
tion Issues For Those Who Work Holidays. Employ- their bottom line. While it’s still generally legal to hire those
ers are under no obligation to provide any additional compen- that “look the part,” a few states have local ordinances or regula-
sation to employees that work on holidays like Christmas Day tions that forbid discrimination on certain characteristics such
or New Year’s Day. Company handbooks and other written as height or weight.
policies should specify company expectations and communicate
Fisher & Phillips has developed a long-standing and nationally
them clearly to employees. In fact, employers may implement
recognized expertise in labor and employment law in order to
handbooks and policies specifically for their temporary staff.
protect the rights of employers. Fisher & Phillips offers a wide
Be Aware of Necessary Religious Accommodations range of services to private and public sector clients, both union-
for Staff. Some employees may not be available to work certain ized and non-unionized. With a focus on both preventive coun-
days due to their religious beliefs or require other accommodations seling and defense of claims, the firm addresses the business and
in the workplace. Religious accommodations should be treated legal objectives of employers in a way that optimizes their clients’
like disability or injury accommodations. Should the employer performance in today’s changing marketplace. To learn more
decide not to provide reasonable accommodation, the employer about Fisher & Phillips, visit www.laborlawyers.com.
83
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t r e n d s
The stats say Americans are watching more cooking shows than every
Bakeware
before. In fact analysts say we are addicted to them. Curiously, this
addiction to food and cooking shows coincide with cooking less at
home and more eating out and bringing fast food. So, how come?
The food, it seems is secondary. Cooking shows of yesterday focused
on instruction. The recipes and techniques were all important.
Classic Metal Pans Hi Tech Silicone
Basic metal pans are a must have for any baker. Pans and sheets Originally used by bakers in France, silicone mold technology
are available in medium-weight aluminized steel that heats evenly is the latest innovation in bake ware materials. Baking dishes
and is rust and warp-resistant. Durable non-stick finishes are very made from this flexible non-stick material means you only have
popular and feature pans coated in products such as SilverStone ®
to twist and press to quickly release your goodies. Silicone allows
for quick release of the baking. for greater detail in the finished product. Food-grade silicone can
withstand extremely high heat (up to a 625 degree F oven) and
Thanks to the power of television, there is a healthy market conducts heat evenly. Unlike metal it stops transferring heat as
for those who want the same professional quality they see the soon as you remove it from the oven. Almost all silicone items
celebrity chefs using. For these shoppers, heavy-gauge uncoated can go in the oven, microwave or freezer, and dishwasher. One
aluminized steel provides excellent heat distribution that results of the most popular baking items items is the French silicone
in consistent, even baking. Also very popular are insulated baking woven mats (Silpat is a popular brand) that you use instead of
sheets that have an air cushion designed to help prevent burning greasing your pans. Silicon mats eliminate burning and keep
those Christmas cookies. delicate baking intact.
1109 80-97.indd 7 10/29/09 10:51:14 AM

These days we want to be entertained too. In fact, entertainment is what makes a cooking show a success. There is no shortage of celebrity
chefs to entertain us and glamorize being in the kitchen. This phenomenon has opened up a whole new world for marketers. And, thanks
to the unprecedented interest in food-inspired TV programming sales of anything to do with cooking baking are skyrocketing. With the
holiday season just around the corner, it’s a good time to take a look at what’s new in the baking department. Today’s pantry of bake ware
offers consumers a variety of new materials…metal, non-stick finishes, ceramics and even pans and dishes made from flexible silicone that can
withstand extremely high oven temperatures.
Ceramic Marries Cast Iron Special Occasions
Remember your grandmother’s cast iron pans? Well, cast iron For special occasions and the holidays, pans that turn out cakes
is enjoying a revival. Only the modern version has a twice-fired in fancy shapes have always been popular. Nordic ware offers
ceramic exterior and comes in vibrant colours such as blue, red a variety of holiday-inspired cake pans in molds such as a Star
and green. Many fans of cast iron found that the old-fashioned of David, Gingerbread Man, Holiday Wreath, Snowflake and
black cast iron badly scratched the surface of glass top stoves. Christmas tree.
Unlike older cast ironware, the new ceramic exterior works well
on any cooking surface, including glass top stoves. And, the Sure to be a hit for the holidays are pancakes made in Nordic
ceramic coating looks good for years. The interior has a non-stick Ware’s Christmas Morning Pancake Pan. The cast aluminum pan
surface that makes clean up easy. Some types have cool-to-the- makes 7 silver dollar pancakes in different designs including a
touch handles. Makes you want to bake doesn’t it? snowman, bell, tree, star, angel and reindeer and Santa.
Cupcakes are a recent trend that inspired the Wilton Baking

Accessories Company to introduce a serving piece designed to
show the cupcakes off. Cupcakes ‘N More is a tiered device with
spiralled wires that hold cupcakes in place. It works well to display
petit fours, tarts and squares too.
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These NEW PEEPS® Chocolate Covered Chicks are
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and are wrapped in conveniently sized 1.0oz. single-serve
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Other Delectable News:
Just Born welcomes NEW PEEPS® Orange Marshmallow

Bunnies into the growing PEEPS® family. PEEPS® Chicks
and Bunnies are available in all of the season’s favorite
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In addition and back by popular demand are the famous MIKE AND IKE® and HOT TAMALES® Jelly Beans. These offer jellybean
fans a sweet or spicy way to enjoy a treat or fill a basket.
Just Born Easter Family
NEW PEEPS® Chocolate Covered Marshmallow Chicks available in individually wrapped packages
NEW Orange PEEPS® Marshmallow Bunnies available in a Take-Home packages.
PEEPS® Chocolate Mousse Flavored Marshmallow Bunnies available in a Take-Home packages.
PEEPS® Sugar-Free Yellow Chicks available in Count-Good packages.
PEEPS® Chicks and Bunnies in wide array of shapes, colors and flavors.
HOT TAMALES® Jelly Beans available in Cinnamon, Assorted Spice, and Licorice.
MIKE AND IKE® Jelly Beans available in Assorted Fruit and Tangy Twister®.
For craft/recipe ideas or for more information about the PEEPS®, HOT TAMALES® and MIKE AND IKE® Brands, fans can visit
www.marshmallowpeeps.com, www.hottamales.com, www.mikeandike.com or www.justborn.com
Chris Schneeweiss, Brand Manager for PEEPS® Brand Marshmallow Candies, commented, “We are really excited about this new
offering. We chose the Chick shape because it is a popular Easter icon that everyone loves. We wanted to appeal to all taste buds,
so we are offering this item in both milk and dark chocolate. These PEEPS® will please loyal fans and entice newcomers, perhaps
becoming our biggest hit ever.”
1109 80-97.indd 11 10/29/09 10:53:26 AM

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DuneCraft New Products

Conduct ions of captivating experiments with DuneCraft’s newest inventions! Our new-boxed science kits will provide
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1109 80-97.indd 13 10/29/09 10:53:56 AM

1109 80-97.indd 14 10/29/09 10:54:00 AM
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1109 80-97.indd 17 10/29/09 10:54:23 AM

1109 80-97.indd 18 10/29/09 10:54:31 AM
T E C H U P D A T E
Popular Free Mobile Couponing App. Yowza!!

Co-created by Heroes’ Star, Greg Grunberg,
Launches Yowza!! Version 2.0 with Advanced
Features and More Retail Partners
1109 98-119.indd 1 10/29/09 11:03:33 AM

New Version– Including Maps, Push Notifications, New Offer Yowza!! downloads have increased an average of 46% every
Alerts at Consumers’ Favorite Stores, Better Social Media month since its launch, and more than 200 merchants — in
Integration & More – is Now Available for Free via the iTunes over 10,000 locations – are now participating. Retailers who
App. Store and can be used on iPhone and iPod Touch Devices have partnered with Yowza!! since its June launch include
Sports Chalet, Loehmann’s, Madison Square Garden, Tutti Frutti
Yowza!! (www.getyowza.com) has announced the launch of Frozen Yogurt, Cirque du Soleil, Maria’s Italian Kitchen, Lobster
Version 2.0 of its free mobile couponing application is designed Festival Weekend and Concerts, Little Joe’s Famous Pizza, San
to save consumers money and stimulate retail business. Jose Earthquakes, Vans Stores, Pat & Oscar’s Restaurants, 17th
Street Café, Killer Dana Surf Shop, Shore Club Miami Beach and
Yowza!! removes the need to clip coupons or print out emails Spa at Shore Club, Sears Hometown and Hardware Stores, Plaza
with promo codes by offering deals directly to the mobile Hotel & Suites, additional Aveda Salon and Spa locations and
device. Users can search for nearby, participating retailers either Guitar Center stores nationwide.
via zip code or by using the device’s built-in GPS to find stores
within 1, 5, 15, 25 or even 50 miles of their current location. They join these retailers on the cutting edge of the growing
Once an offer is selected, a mobile coupon code or scan-able mobile couponing trend: Pier 1 Imports, Sears, Sports Authority,
barcode can be redeemed at checkout. McDonald’s, Polacheck’s Jewelers, Finish Line, ESPN Zone, The
Container Store, Islands Restaurant, Rubio’s Fresh Mexican Grill,
Yowza!! Version 2.0 makes saving even easier. New features REI, Saks Fifth Avenue, Regency Shopping Centers, California
include the “My Stores” tab which lets the user keep track of their Pizza Kitchen, American Golf Corporation, Cavallo Point
favorite stores and the number of new offers available at that Lodge, Marmalade Café, Traditional Jewelers, American Car
particular location and push notifications that can be sent to the Movers, Aveda Salon/Spa, Inner You Pilates, JRK Hotel Group,
phone every time a favorite store adds a new offer, even when Cheeseburger Restaurants, Kiehl’s, Midway Car Rental, Santana
the application is closed. Yowza!! Version 2.0 also provides users Row Lifestyle Center, Seaton, Jill Roberts and Paige Premium
with integrated maps: simply rotate the phone 90 degrees and Denim as well as Sysco, a national wholesale distributor with
a road map with all of the nearby retailers will appear making it sales and service relationships with approximately 400,000
even easier to get to a specific store and save money. customers in the foodservice industry.
Another new addition, “Share your Savings,” allows users to Jeff Haddox, Direct Marketing Analyst, Pier 1 Imports said, “The
pass information on about the amount of money they have Yowza mobile application has allowed Pier 1 Imports to target
saved using Yowza!! – using social networks such as Twitter and potential customers within the vicinity of a particular store
Facebook, as well as via e-mail. location. This enhanced targeting allows us to speak in a more
concise and relevant manner regarding the event and pricing
“We have gotten a great deal of feedback from our consumer of an individual store.”
users and retail partners – via social media, email and personal
conversations, and – we are excited about how the new About Yowza!!
features will add to the overall mobile couponing experience Founded by television and film writer/producer/actor Greg Grunberg (currently starring in
for all parties,” said Greg Grunberg, co-creator of Yowza!! “We NBC’s Heroes), along with technology entrepreneurs August Trometer and Rick Yaeger, and
launched in June 2009, Yowza!! is an innovative mobile couponing application designed
are building off of our successful launch to add new features
to save consumers money and stimulate retail businesses. Yowza!! is currently available
that all of our retailer partners can now take advantage of.”
in the U.S. as a free application for Apple’s iPhone and iPod touch. Yowza!! provides
consumers with deals and discounts while also giving businesses the ability to monitor
performance on an up-to-the-minute basis. Unlike traditional forms of couponing such as
newspaper ads and insertions, Yowza!! offers can be updated instantly and targeted per
region or particular store location and are environmentally-friendly. For more information
on Yowza!!, visit www.getyowza.com or www.twitter.com/yowza
99
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1109 98-119.indd 3 10/29/09 11:03:45 AM
1109 98-119.indd 4 10/29/09 11:03:53 AM
QUALITY WHOLESALE FIRST-AID PRODUCTS AT A GREAT PRICE
Rayco International Ltd. provides quality products at great savings. As the manufacturer and importer, we maintain
control over our products and costs. Doing business as First Aid-USA we sell, first aid kits, support bandages and
related products to distributors and retailers throughout the United States at great price points with a high fill rate. We
also offer products for Institutional use, closed-door pharmacies, schools, gyms, spas, and private label. Rayco is now
featuring a line of AKC licensed pet first aid kits and safety products. Please visit our website at: www.firstaid-usa.com.
Look for our “Weekly Specials”.
RAYCO INTERNATIONAL LTD. • FOR ORDERS CALL: 877-686-5545 • E-MAIL: INFO@RAYCOLTD.COM
MANUFACTURER SALES REPS WANTED
1109 98-119.indd 5 10/29/09 11:04:05 AM

1109 98-119.indd 6 10/29/09 11:04:10 AM
s n i p p e t s
Good Nite Lite 
Good Nite Lite is a new behavioral modification Product Features

device that encourages children to learn healthy and • Plug and Play, simply set your time zone
acceptable sleeping habits. The only indicator young • Default 7A.M.-7P.M. “night time setting”
children have for their daily schedule is the natural • Friendly Sun and Moon Caricatures
rise and fall of the sun and moon. Unfortunately, this • Designed for children ages 3-5
is not the same schedule that parents and families • Patent-Pending
keep – especially in the summer when the sun sets • 6-inch diameter safely covers potentially dangerous outlets
late and rises early. Parents simply pre-set a certain • Auto shut-off during the day for energy conservation
period of time for sleeping, one that blends with the • Retails at $34.99
family schedule. When the pre-set “bedtime” arrives,
parents show the child the Good Nite Lite, which The Good Nite Lite is now available to order at
turns from a cheerful Sun caricature to a peaceful www.goodnitelite.com
Moon caricature. In the morning, the Moon changes
back to the Sun at the pre-set time, demonstrating
to children the acceptable time to get out of bed
and start the day – even if the natural sun is
shining bright.
104
Snippets
@ wsmag.com November 2009
1109 98-119.indd 7 10/29/09 11:04:11 AM

Phone: (732) 238-4042
Fax: (732) 238-4658
www.jandwsports.com
jandwsports@optonline.net
Licensed Sports Apparel & Merchandise
105
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1109 98-119.indd 9 10/29/09 11:04:30 AM
1109 98-119.indd 10 10/29/09 11:04:36 AM
1109 98-119.indd 11 10/29/09 11:04:42 AM

Limited Edition Concert Posters Over 100 different titles in stock!
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1109 98-119.indd 12 10/29/09 11:04:53 AM
f e a t u r e
The On-Line and In-Store

Cross-Over Conundrum
Can online and in-store have a synergistic channel
relationship? The crossover sales question leaves
marketers wondering—what are the incremental offline
sales attributable to my Web site and do I run the risk
of cannibalization?
Reprinted with permission from Nielsen

Consumer Insight online newsletter;
www.nielsen.com/consumer_insight.
Sign up for a free subscription to get the
latest industry insights.
1109 98-119.indd 13 10/29/09 11:04:55 AM

CI SUMMARY consumer electronics with online shopping. Arming the
Consumers have embraced cyberspace as a viable consumer with enough product information to make an
medium to compare prices, learn about products and instant expert, the Internet not only quenches the thirst
read consumer reviews. But how can marketers turn for knowledge, but it satisfies the desire to buy too.
opportunities to see into opportunities to sell. Clearly
in-store and web channels complement each other, but In fact, a recent Nielsen Online MegaPanel survey
striking a balance between the two have become serious revealed the reasons why consumers would rather buy a
table stakes for successful retailers. consumer electronics product online than in a local store.
And price is a main driver. Over two-thirds of consumers
Fast and easy. At today’s frenetic pace of life, these two say that they could get a better price online than in a local
attributes speak loudly to the consumer mindset and store and fully half believe it is easier to compare prices
garner instant appeal. And with good reason. In today’s online. Other reasons cited include: getting convenient
digital age of consumer control, where information is at-home delivery (45%), comparing retailers (41%),
shared across the globe at the speed of light, consumers choosing from a much broader selection (40%), accessing
have come to expect instant gratification. Truly, with the more product information (40%), and reading consumer
click of a mouse, knowledge is shared, opinions are given, reviews (37%).
relationships are built, and products are purchased—from
anywhere and at anytime. And while consumers have On the other hand, “low-consideration” categories, such
embraced cyberspace as a viable medium, there is a as consumable products like pet food, do not hold the
fine line between balancing the desire for speed and same online purchasing appeal. In fact, the reasons not
convenience with the practical need to grow sales and to buy pet food online win out by an overwhelming 91%
profitability when it comes to viral brand marketing. majority. Among the reasons why consumers would not
buy pet food online, a motivating factor for over two-
To buy or not to buy—online that is like peanut butter thirds of respondents was the high shipping and handling
and jelly, cookies and milk, or bread and butter, some prices. Longer wait time (57%), high online prices (16%),
combinations are just meant to go together. Such is the being at home for the delivery (15%), and difficulty in
case when you link “high-consideration” categories like redeeming coupons (12%) were also concerning.
111
1109 98-119.indd 14 10/29/09 11:04:56 AM

Check-out considerations factor for going online, 48% of pet lovers are more interested in
Interestingly, while consumers cite numerous reasons to buy “high- learning about nutritional specifications. Learning about product
consideration” categories online, when it comes to check-out, they ingredients and recalls were a close second for 45% of pet food
are actually two times more likely to make a consumer electronics buyers. Other factors include learning about safety issues and finding
purchase in the local store (59%) rather than online (31%). The sales and promotions (40%), evaluating and comparing prices (36%),
most common reason cited by 58% of respondents was the ability to finding a local store (25%) and reading consumer reviews (16%).
physically evaluate the product before making the purchase.
Learn from the best
But, whether consumers buy online or in-store, multi-channel Some retailers are making the most of their web sites as a destination
shoppers are big spenders. In fact, Nielsen found that consumers who source to engage consumers. Best practices include Safeway’s
shop both online and offline are the most valuable. Looking across printable recipes linked to shopping lists, Best Buy’s in-store
a mix of brick and mortar retail channels, multi-channel shoppers inventory availability check, Walmart’s site-to-store free shipping
spend 57% more at CVS, 61% more at Walgreens and Costco, 38% option, Lowe’s “how-to” content information, and Kraft Foods’ recipe
more at Walmart and 37% more at Sam’s when compared with the availability from six different downloadable platforms.
average spending of consumers who exclusively shop online or only
shop offline. Offering great product- and category-level content is the critical
foundational element to make multi-channel retailing most
Complementary cohorts successful. Key pieces of content must be portable and enable easy
Nothing is quite like the actual in-store experience for some printing. Making it accessible via mobile and in-store devices is a
products—the ability to physically evaluate a product or speak to a plus. The bottom line is this: give consumers a multitude of ways to
knowledgeable salesperson can literally make or break a sale. On the reach your product and remain agnostic regarding in which channel
other hand, the convenience of visiting a much broader selection the ultimate purchase is made. In doing so, you not only build
of virtual retailers to compare and contrast pricing and capabilities customer loyalty, but you boost the bottom line as well.
without ever leaving home is, well, simply priceless.
Clearly in-store and Web channels complement each other—the Maximize Online Effectiveness
combination of the two has absolutely become table stakes for Quantify online advertising’s impact on offline sales
successful retailers. In fact, Nielsen found that 80% of consumers Successful online marketing requires a detailed understanding of how
actually purchased a consumer electronic product from a local store consumer retail purchasing relates to web usage behavior. Recognizing
whose web site they visited as they were doing research online. the importance of following the consumer online is only half the battle.
The other half lies in the ability to create effective programs that not
Striking a balance between online and in-store can lead only reach consumers effectively, but close the deal by generating
to a big payoff. increased ROI.
How important is the Internet to your brand buyers?—

The source of choice
Are they online? How often?
Perhaps for a “high-consideration” category like consumer
electronics, it is no surprise that the Internet is the source of choice Nielsen evaluates consumers’ actual offline purchase behavior with
online surfing activity to pinpoint what sites are visited and what there is
for 58% of consumers if they were only able to use one resource to
significance to overall sales volume. Understand what surfing behavior
support their next purchase. A visit to the local store trailed way differentiates your brand’s consumer versus your competitor’s and what
behind as the singular option for 25% of consumers. However, in brand categories or channels attract your most valuable consumers.
the case of a “low-consideration” category like pet food, where 44%

Nielsen can help you pinpoint which are the most efficient online sites
of buyers visit the Web site to learn about food or issues related to maximize buyer reach and help you design a media plan to drive
to pet food, it is important for marketers to understand how to sales. For more information, visit our website at www.nielsen.com.
employ an active crossover strategy by engaging the consumer more

successfully online.
112 And unlike consumer electronic buyers where price is the motivating
@ wsmag.com november 2009
1109 98-119.indd 15 10/29/09 11:04:58 AM

113
1109 98-119.indd 16 10/29/09 11:05:03 AM

T R E N D S
Record-Breaking
Halloween:
Sales Reach
$6 Billion
1109 98-119.indd 17 10/29/09 11:05:06 AM
Holiday Sales Un-Spooked By Recession
According To IBISWorld Data
Despite economic gloom casting a spell on consumer confidence this year, America’s darkest holiday is looking bright for retailers.
According to industry research firm IBISWorld, Halloween sales are expected to reach a record-breaking $6 billion in 2009 when
all the data is in, up 4.2 percent from the $5.77 billion generated last year. “Economic recovery appears to be around the corner
and consumers are enthusiastically looking to escape their recessionary woes,” said Toon van Beeck, senior analyst with IBISWorld.
“Even last year, when the outlook was much worse, the Halloween spirit remained unhindered as we saw total sales actually jump
5.1 percent from 2007.” Halloween retail sales are comprised of a wide range of consumer goods, aimed at adults, children, and even
pets. These goods include costumes, scary make-up, wigs, Halloween decorations for inside and outside, and of course, pumpkins
and candy, among other things.
In projecting this year’s total sales, analysts at the Los Angeles-based firm aggregated the retail-dollar performance of the following
four traditional Halloween categories:
Category 2008 Revenue 2009 Revenue % Change

(Billions) (Billions)
Candy $1.77 $1.89 6.8%

Decorations $1.58 $1.65 4.4%
Costumes $2.07 $2.12 2.4%
Greeting Cards $0.35 $0.35 0.0%
It appears an increasing number of people bought treats this year, making candy the fastest growing holiday category. The average
person is estimated to have spent about $22.50 on Halloween treats in 2009. Also fuelling this year’s record-breaking sales was the
demand for holiday decorations. With Halloween falling on a Saturday this year, more adults joined the fun. In fact, 32 percent of
people celebrating the holiday either hosted or attended a party. For this reason, IBISWorld expects decorations to reach its highest
level yet at $1.64 billion when final sales figures are tabulated.
“Halloween-related festivities are a growing trend and this is driving sales of decorations and candy,” adds van Beeck. “Dollar and
variety stores stand to benefit from the 4.4 percent increase in decoration sales, as consumers look to purchase cheap and disposable
thrills to make a memorable evening.” Call it escapism or just good, old-fashioned fun, Americans of all ages show the desire to
go all out when it comes to dressing-up. Costumes are expected to generate the greatest amount of revenue this Halloween, but
growth is slight (2.4 percent) as consumers applied more frugal but creative approaches when shopping.
”Despite more people participating in festivities, money is still tight and consumers will look to cut corners when it comes costume
purchases,” said van Beeck prior to the Holiday. “Instead of buying a packaged costume, which can cost up to $60 on average,
people will get more eclectic and opt for cheaper individual items.” But given the lack of growth for the card category, not all
cheaper items will fare well this year. While cards did well last year, as consumers chose to cut back on pricier categories, 2009
expenditures will revert back to traditional shopping habits.
“Although unemployment is still very high, the overall outlook is far rosier today than it was this time last year,” adds van Beeck.
“For this reason, IBISWorld expects the upward trend in Halloween expenditures to continue its course for 2009, which despite
economic conditions will prove to be the best year yet.”
Visit www.IBISWorld.com for all your industry research.
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1109 98-119.indd 20 10/29/09 11:05:16 AM
Demeter Fragrance Library

Delivers Unique Scents to CVS
Consumers Nationwide
Cult Classic Fragrances Now Available for the Masses

The Demeter Fragrance Library, a rapidly growing US-based company that consists of more than 250 fragrances inspired by real life objects
and experiences, this month launched select classic scents in CVS stores nationwide. The brand’s popular fragrances of Baby Powder, Pure
Soap, Patchouli, Honeysuckle, Laundromat and Lilac, can now be easily purchased at the mass-market retailer. With the unique mission
of creating fragrances inspired by reality rather than fantasy, Demeter has established a cult following over the years. However, CEO Mark
Crames believes that “the world is ready for this brand.”
“We are thrilled to introduce Demeter to the mass consumer market through CVS,” said Crames. “Making our unique products available to
a wide array of consumers is a strategic growth opportunity that is perfectly aligned with Demeter’s mission of providing fun and affordable
fragrances to everyone.” Demeter has recently expanded across the retail market in the US and abroad, and is poised to continue thriving with
the launch of these six classic scents to the behemoth retail chain.
“With these six uncannily accurate, yet exceedingly wearable fragrances,” said Crames, “we aim to create a meaningful, entertaining and
engaging interactive experience at the retail level. In short, we are the olfactory version of ‘stopping to smell the roses’. We isolate and highlight
the beautiful scents that surround us every day, in wearable formats. It is a unique perspective, both because we find beautiful scents in the
everyday, and because choosing a Demeter fragrance is a personal choice that is all about the wearer, not an expression of the designer.”
CVS stores will now carry the new .5 fl oz. purse sprays, as well as the 1 fl oz. cologne sprays, at the economical price points of $5.99 and
$9.99 respectively.
All Demeter Fragrances are made with 95% NATURAL INGREDIENTS:

Alcohol naturally fermented from corn
NO artificial colors
NO phthalates
NO extra packaging to discard
For more information on available fragrances, please visit www.DEMETERFRAGRANCE.com.
1109 98-119.indd 21 10/29/09 11:05:17 AM

1109 98-119.indd 22 10/29/09 11:05:23 AM
1109 120-135.indd 1 10/29/09 11:37:01 AM
1109 120-135.indd 2 10/29/09 11:37:06 AM
t r e n d s
Gift Cards
122
1109 120-135.indd 3 10/29/09 11:37:08 AM

T
hanks to the economic downslide, industry analysts from four different designs, choosing a color and background
expect gift card sales to fall this year. A 2008 gift card pattern, and then adding a personalized message (you can
trends survey conducted by the National Research even customize the typeface). The last step is to email the card to
Network, Lauren Coady revealed that though, roughly one- the recipient.
third of consumers are planning to buy fewer gift cards and/or
spend less on gift cards due to the current economic situation. The Gift of Travel
However, about 60% of shoppers are still planning to purchase Who couldn’t use a little vacation? Rather than handing
at least one gift card this holiday season. And where will they out money or pre-booking a trip, the online travel agency
be buying these cards? At discount stores like Costco and Wal- Travelocity (www.travelocity.com) offers a way to give the
Mart and in restaurants. The study also found that nearly a gift of travel and still let the recipient decide where to go.
third of gift card recipients redeem them on necessities. Daniel Travelocity offers customers the ability to create customized
R. Horne, associate professor of marketing at Providence gift cards that are redeemable at over 55,000 hotels online.
College said, “I see the watchword for this Christmas season To create personalized cards, you can upload your own digital
being practicality. I think the retailers who are traditionally images and impose them over a selection of background colors
more tied with practical things will do a little better. and designs. Personal messages can be added before selecting an
accompanying greeting card.
Because of the competition for consumer dollars we are seeing
some innovative gift card ideas as business try to set themselves Bank Gift Cards
apart. Here’s a summary of the latest offerings: Pre-paid bank cards such as the Visa® gift card can be used
for anything and anywhere Visa debit cards are accepted. That
Personalized Gift Cards includes millions of places all around the world and on the
Using technology made possible by companies like CashStar Internet, too. They can be issued directly by the company or
Inc, retailers can now offer highly-personalized virtual gift cards by a bank, mall, or other institution and carry the credit card
with consumers being able to print or email the customized company logo. It’s like giving cash, only safer.
gift cards right from the retailer’s Web site to their recipient.
With 85% of plastic gift cards being used once and then thrown Gas Gift Cards
away, environmentally conscious consumers will appreciate Though they may not be the most attractive gift, gas cards are
that print-at-home gift cards are not only more convenient one of the most popular gift cards thanks to the high cost of gas.
but more eco-friendly too. Among the major retailers offering Usually, they are accepted not only for gas purchases but also
customized gift cards through CashStar are Uno Chicago Grill, for non-fuel products. Some gas stations even offer discounts if
Steak n’ Shake, Dippin’ Dots and the major drugstore chain a gas gift card is used. Other’s offer points and are affiliated with
CVS/pharmacy. major credit card companies.
The Starbucks website (www.starbucks.com/MyCard/) illustrates No matter what the economy, gift cards make it easy to give the
how you can go online to create personalized gift cards. The best gift of all…the one of choice.
interactive website allows you to design your own card by selecting
123
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1109 120-135.indd 5 10/29/09 11:37:16 AM
1109 120-135.indd 6 10/29/09 11:37:22 AM
d e s t i n a t i o n
Pigeon Forge – Sevierville-Tennessee
Nestled in the valley on the north side of the Great Smoky In the old days the Mill was the heart of the community
Mountains, Pigeon Forge and Sevierville have grown into one and served as a gathering place for the villagers. During the
large tourist destination separated only by the Little Pigeon Civil War, looms were set up on the second floor to make
River. Together they have become one of the fastest growing woven articles for the soldiers. Almost 180 years old now, this
tourist areas in the South. This area proudly boasts of being authentic working mill is listed on the National Register of
filled with action-packed entertainment for the whole family. Historic Places. You can take a guided tour and see how the Old
Mill grinds corn into meal using the same machinery that was
The ten mile long parkway is lined with rides and attractions, considered antique a hundred years ago.
eight outlet malls, and theaters filled with lively entertainment.
The Smokies Baseball Stadium, flea markets, and antiques, Other new recent additions to Pigeon Forge include:
located between Kodak and Sevierville along Hwy 66 add
interest and contribute to a calendar of events that caters to • The National Freedom Museum—a collection of wartime
every member of the family, with such events as: professional exhibits dating from the Revolutionary War to the present day.
baseball games, craft/gift shows, classic car shows, rod runs, The museum was established to honor our country’s veterans.
conventions, and music festivals, just to name a few.
• Dinosaur Walk Museum - this new museum is filled with
In 1986, Dollywood added a new dimension to the tourist pre-historic wonder. Boasting the world’s largest exhibit of
appeal in Pigeon Forge and Sevierville and again in 2001 with life-sized, realistic-looking dinosaurs, the museum shows these
the addition of Dolly’s Splash Country. magnificent creatures in their natural environment.
The Old Mill in Pigeon Forge is perhaps one of the area’s • Pigeon Forge and Sevierville are located within a day’s drive of
biggest attractions and most photographed locations. The area half of the nation’s population. As one of the major gateways
around the Old Mill was first settled by pioneers near the river to the Great Smoky Mountain National Park, they offer a large
in the early 1800’s. The river was named Little Pigeon because range of affordable accommodations, surrounded by natural
of its popularity with pigeons, and the name was given to the beauty, with warm summers and mild winters. The people are
community as well. In 1830, William Love dammed up the known for their world-famous Mountain Hospitality!!
Little Pigeon River and began construction of the first building
of the Old Mill. He used 40-foot-long 14” x 14” yellow poplar Reference: P
igeon Forge/Sevierville/Gatlingurg
logs which are visible yet today. Huge river rocks serve as pillars http://www.smokymtnchamber.com
to support the structure.
1109 120-135.indd 7 10/29/09 11:37:40 AM

Gatlinburg, Tennessee It took more than a decade to raise an estimated ten million
dollars to purchase, survey, appraise, and acquire the land.
A mountain resort town commonly referred to as the “Gateway John D. Rockefeller Jr. contributed five million dollars to help.
To The Smokies.” Tucked under the inspiring peaks of the Great
Smoky Mountain National Park, Gatlinburg is known for its In an effort to preserve nature, more than seven thousand people
family oriented attractions, shopping, dining, theater, arts & residing on park lands had to leave. Residents of the Cades Cove
crafts, and a host of outdoor activities and adventures. It is also and Elkmont areas were forced to leave in the thirties and forties.
known as the wedding and honeymoon capital of the South.
President Franklin D. Roosevelt helped dedicate the Great
Gatlinburg is within a day’s drive of half the country’s population Smoky Mountains National Park at its 1934 opening.
and offers an affordable vacation getaway. So it’s easy to get to...
and get around. Most of the town is within walking distance, or Our charming mountain town is a year-round destination for
you can simply hop on one our old-time trolley cars. New trolley families, couples and friends who visit again and again. From
routes are being added to make all of Gatlinburg more accessible. season to season, Gatlinburg is the perfect combination of
In addition, Gatlinburg has made significant improvements relaxation and recreation, of natural beauty and man-made fun, of
to parking and getting around the community. New city and breathtaking mountains and unforgettable good times. The Great
private parking garages have been built, adding more than Smoky Mountains offer one of the most spectacular Fall Color
800 parking spaces. displays In North American.
Birth of a National Park In addition, Gatlinburg hosts the following seasonal events:
The process to establish the Great Smoky Mountain National • Smoky Mountain Harvest Festival, Winterfest Festival, and
Park began in 1924. Eighteen other National Parks had already Springfest Festival.
been established by 1924, created out of lands already held by
the federal government. However, the Smokies were entirely • The South’s favorite summertime playground—with almost
held in private hands. Most of the land was owned by logging 900 miles of scenic hiking trails, horseback riding, whitewater
and pulpwood companies and the rest was spread among farms rafting, back country camping, and trout fishing, Gatlinburg is
and tiny plots. an outdoor lover’s paradise.
127
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1109 120-135.indd 9 10/29/09 11:37:58 AM
1109 120-135.indd 10 10/29/09 11:38:06 AM
n o v e m b e r 2 0 0 9
2009 Show Schedule
JANUARY february march april

S M T W T F S S M T W T F S S M T W T F S S M T W T F S
1 2 3 1 2 3 4 5 6 7 1 2 3 4 5 6 7 1 2 3 4
4 5 6 7 8 9 10 8 9 10 11 12 13 14 8 9 10 11 12 13 14 5 6 7 8 9 10 11
11 12 13 14 15 16 17 15 16 17 18 19 20 21 15 16 17 18 19 20 21 12 13 14 15 16 17 18
18 19 20 21 22 23 24 22 23 24 25 26 27 28 22 23 24 25 26 27 28 19 20 21 22 23 24 25
25 26 27 28 29 30 31 29 30 31 26 27 28 29 30
Ad close: 12/19/08 Ad close: 1/16/09 Ad close: 2/16/09 Ad close: 3/16/09

Value Price Expo 3 Shows in 1 Virginia Gift Show 3 Shows in 1
January 11-13 February 5 March 1-3 April 9
New York, NY Ontario, CA Virginia Beach, VA Denver, CO
vpexpo.com 3showsin1.com orlandogiftshow.com 3showsin1.com
Philadelphia Gift Show International Toy Fair ASD Las Vegas Specialty Retail
January 17-20 February 15-18 March 15-18 Entrepreneur Expo
King of Prussia, PA New York, NY Las Vegas, NV April 21-23
orlandogiftshow.com toy-tia.org merchandisegroup.com Las Vegas, NV
specialtyretail.com
NATSO Show Off Price Specialist Show Real Deal Expo
January 24-28 February 15-18 March 18-20
Nashville, TN Las Vegas, NV Las Vegas, NV
natso.com offpriceshow.com realdealexpo.com
1109 120-135.indd 11 10/29/09 11:38:12 AM

Show Dates are subject to change without notice. Please check with the designated show for the most current information.
To advertise in Wholesale Source Magazine, please contact our sales department before the ad close date. Our ad rates can
be found on the following page, or you can visit our website at wsmag.com for the most up-to-date information.
may june july august

1 2 1 2 3 4 5 6 1 2 3 4 1
3 4 5 6 7 8 9 7 8 9 10 11 12 13 5 6 7 8 9 10 11 2 3 4 5 6 7 8
10 11 12 13 14 15 16 14 15 16 17 18 19 20 12 13 14 15 16 17 18 9 10 11 12 13 14 15
17 18 19 20 21 22 23 21 22 23 24 25 26 27 19 20 21 22 23 24 25 16 17 18 19 20 21 22
24 25 26 27 28 29 30 28 29 30 26 27 28 29 30 31 23 24 25 26 27 28 29
31 30 31

Tobacco Plus Expo 3 Shows in 1 3 Shows in 1 ASD Las Vegas
May 6-7 May 28 August 6 August 9-12
New Orleans, LA Phoenix, AZ Tacoma, WA Las Vegas, NV
tobaccoplusexpo.com 3showsin1.com 3showsin1.com merchandisegroup.com
FMI Show/MARKETECHNICS® GM Marketing Conference Gem, Jewelry and Lapidary Off Price Specialist Show
May 6-8 May 29 – July 2 Wholesale Trade Shows August 28 – September 1
Dallas, TX Dallas, TX July 10-12 Las Vegas, NV
fmi.org gmdc.com Detroit, MI offpriceshow.com
glwshows.com
Value Price Expo American Variety
May 17-19 Merchandise Expo Gem, Jewelry and Lapidary
Atlantic City, NJ May 31 – July 2 Wholesale Trade Shows
vpexpo.com East Rutherford, NJ July 23-26
Franklin, NC
All Candy Expo Liquidation Expo by ASD
glwshows.com
May 19-21 June 7-9
Chicago, IL Long Beach, CA
allcandyexpo.com asdamd.com
NACDS Marketplace
June 28 – July 1
Boston, MA
nacds.org
september october november december

1 2 3 4 5 1 2 3 1 2 3 4 5 6 7 1 2 3 4 5
6 7 8 9 10 11 12 4 5 6 7 8 9 10 8 9 10 11 12 13 14 6 7 8 9 10 11 12
13 14 15 16 17 18 19 11 12 13 14 15 16 17 15 16 17 18 19 20 21 13 14 15 16 17 18 19
20 21 22 23 24 25 26 18 19 20 21 22 23 24 22 23 24 25 26 27 28 20 21 22 23 24 25 26
27 28 29 30 25 26 27 28 29 30 31 29 30 27 28 29 30 31

HBW Marketing Conference The NACS Show International Gift Exposition Grand Strand Gift and Resort
September 11-14 October 20-23 in the Smokies Merchandise Show
Orlando, FL Las Vegas, NV November 6-10 December 7-10
gmdc.org nacsonline.com Sevierville, TN Myrtle Beach, SC
800-430-7608 orlandogiftshow.com
ASD East
September 13-15 The Smoky Mountain Gift Show
New York, NY November 14-17
merchandisegroup.com Gatlinburg, TN
smokymtngiftshow.com
3 Shows in 1
September 24 Ocean City Resort Gift Expo
Oklahoma City, OK November 16-19
3showsin1.com Ocean City, MD
orlandogiftshow.com
131
1109 120-135.indd 12 10/29/09 11:38:13 AM

Size
Advertising Rates
1 Issue 3 Issues 6 Issues 12 Issues
WHOLESALESOURCE
For Distributors & Retailers of Variety & General Merchandise
Full Page $ 1650.00 $ 1510.00 $ 1430.00 $ 1340.00 Want to reach decision makers
1/2 Page $ 1025.00 $ 900.00 $ 850.00 $ 800.00
in the following categories?
1/4 Page $ 715.00 $ 630.00 $ 585.00 $ 550.00
Apparel and Boutiques
Resource Center — A 4-color business card size ad with Convenience Stores and Chains
contact information and 25 word description of product: Dollar Stores
$275.00 per month.
Drug Stores and Chains
Rates shown are per issue. Non-Consecutive Multiple Issue
General Merchandise and Discount Stores
Runs—use one time rate. No charge for monthly text changes. Gift and Card Shops
Internet Based and Mail Order Companies
Premium Position Full Page Four-Color Advertising Available!
First 15 Ads (Front Section) & Last 15 Ads (Back Section)
Jewelry Stores and Dealers
Jobbers, Distributors and Dropshippers
Size 1 Issue 3 Issues 6 Issues 12 Issues Kiosks and Mall Carts
Full Only $2250.00 $2050.00 $1850.00 $1650.00 Resort Gift and Tourist Attractions
Smoke and Tobacco Shops
Sporting Goods and Collectibles
Supermarkets, Super Stores and Grocery Stores
Digital Specifications Toy and Novelty Shops
Truck Stops and Rest Stops
Full Page
Trim Size: 8-3/8 X 10-7/8 Quarter Page Online Auctions and Internet Resellers
3-9/16 X 4-7/8
Full Bleed: 8-3/4 X 11-1/4 Retailers and E-tailers
Live Image Area: 7-3/8 X 9-7/8
Wholesalers
Resource Center Half Page
3-1/2 x 2 Vertical By reserving ad space in Wholesale Source Magazine,
3-1/2 X 9-7/8
Half Page your company and products will meet the masses at
Horizontal
7-3/8 X 4-7/8
the major trade shows, via direct mailing and online.
Reach over 40,000 wholesalers, retailers
Software to Use and distributors throughout the United States,
Your ads are very important to us and we want to ensure that all ads print
Canada and Latin America.
properly and look their best. When creating ads for the magazine, please be
sure to use software that is acceptable for printing. The list below contains the
industry-standard software that printers rely on today: Adobe Photoshop,
Show specials and premium placement available!
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Sending Files
We can accept files saved on CD or emailed to ads@showcomm.com. Emailed files
should be under 10MB. Larger files can be sent using our free FTP site (contact us
for login information) or www.yousendit.com. MAC disks are preferred, but we can
also accept PC disks. All fonts and artwork must be included whether you send us a
disk directly or if you email us. Toll-free: 800.297.4036
Direct: 610.361.8555
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converted to CMYK.
132 NOVEMBER 2009
1109 120-135.indd 13 10/29/09 11:38:29 AM

E
ndise
rs
ne,
at
ne.
le!
1109 120-135.indd 14 10/29/09 11:38:35 AM

NRF Asks Congress Not to Use VAT

to Fund Health Care Reform
The National Retail Federation has asked the House Ways and Means Committee not to
consider a value added tax as a means of funding health care reform, saying a VAT
would have a negative effect on the economy during the national recession.
“In the current economy, enactment of a direct tax on consumer spending would be
devastating,” NRF Senior Vice President for Government Relations Steve Pfister said.
“Consumer spending represents more than two-thirds of GDP but has plummeted
dramatically over the past two years. The current recession will not end until the
consumer regains his footing. Placing an additional tax on consumer spending would
further depress spending, and lengthen and deepen the current recession.”
Pfister said a VAT “is a highly regressive tax, hitting lower and middle income taxpayers
much harder than wealthier individuals,” and would also “greatly hurt” the 45 states that
rely on sales tax as a major source of revenue.
“The enactment of a federal consumption tax would greatly crowd out the ability of the
states to raise their own sales taxes at a time when they are desperately in need of
revenue,” Pfister said.
Pfister’s comments came in a letter to Ways and Means Chairman Charles Rangel, DN.
Y., Ranking Member Dave Camp, R-Mich., and other members of the panel. News
reports have indicated that Ways and Means is debating whether to use a single broad tax
such as a VAT to pay for health care reform legislation under consideration by both the
House and Senate, or to use a combination of smaller taxes. One estimate showed that a 5
percent VAT would generate $285 billion in annual revenue.
NRF has a long record of opposing any form of national consumption tax because of the
impact on consumer spending, and Pfister said NRF would oppose a VAT regardless of
whether it was used to fund health care or for other purposes.
The National Retail Federation is the world’s largest retail trade association, with
membership that comprises all retail formats and channels of distribution including
department, specialty, discount, catalog, Internet, independent stores, chain restaurants,
drug stores and grocery stores as well as the industry’s key trading partners of retail goods
and services. NRF represents an industry with more than 1.6 million U.S. retail
establishments, more than 24 million employees - about one in five American workers -
and 2008 sales of $4.6 trillion. As the industry umbrella group, NRF also represents more
than 100 state, national and international retail associations. www.nrf.com.
1109 120-135.indd 15 10/29/09 11:38:47 AM

1109 120-135.indd 16 10/29/09 11:39:11 AM
AWMA REAL DEAL EXPO Transforms to The AWMA SHOW

The Convenience Distributor Conference & EXPO
At its meeting on September 14, 2009, the board of directors of the In addition to rebranding the show as The AWMA Show, in 2010
American Wholesale Marketers Association (AWMA) approved a other changes include shifting the days of the week so the show runs
three-year plan for its annual convention and expo that includes a from Tuesday through Thursday (exhibit hall open on Wednesday
series of changes intended to strengthen the value of the show for & Thursday), refreshing the exposition with new hours, the addition
both exhibitors and attendees. Under the direction of AWMA’s of the AWMA Café for lunch, and holding the industry reception on
Convention & Expo Committee, AWMA senior staff, and an industry Wednesday evening in the exhibit hall.
expert & trade show consultant, the board adopted short-term and
long-term strategies. Some of the changes are to rebrand the show “We are very excited about these changes, and while we are cautious
as “The AWMA Show – The Convenience Distributor Conference in these difficult economic times, we are focused on building
& EXPO,” and to align the show with current business challenges, the value of the show and creating the premier conference and
consolidation among member firms, and difficult economic times. tradeshow for our members. The 2010 AWMA Show will be held
March 9 – 11, 2010 (exhibit hall open on the 10th and 11th), at
According to Sherwin Herring, Southco Distributing Co., and the Las Vegas Hilton, and I encourage every member of AWMA to
the 2009 AWMA Chairman of the Board, “Our top priority for attend,” added Herring.
the 2010 show and beyond will be building and delivering more
value for everyone. That starts with creating an event that attracts The American Wholesale Marketers Association (AWMA) is the only
a greater number of our distributor members. Our members have international trade organization working on behalf of convenience
told us that they need to gain enough value from the show to send distributors in the United States. Its distributor members represent
their management teams and this will start with us providing a more than $85 billion in U.S. convenience product sales. Associate
strong educational program that will appeal to the varying needs and members include manufacturers, brokers, retailers and others allied
interests of category buyers, foodservice executives, top management, to the convenience product industry.
technology and operations staff.”
Typical products purchased and sold by convenience distributors
Additional changes include expanding the scope of products and include candy, tobacco, snacks, beverages, health and beauty care
services in the exhibit hall beyond the traditional categories of candy, items, general merchandise, foodservice and groceries. In addition
snacks, tobacco and merchandise. A new focus will be in the areas of to convenience stores, their largest customer segment, convenience
foodservice, technology and operations – areas that provide significant distributors also service grocery stores, drug stores, tobacco shops,
opportunities for distributors to build their business, deliver more mass merchants, newsstands, concession stands, gift shops, fundraising
solutions to their customers and improve operating efficiencies. groups, restaurants, institutions and much more.
“Our members have historically relied on several key categories for the
majority of their business, and while those categories continue to play
a critical role, as the convenience industry evolves distributors need to
be at the forefront with new products, programs and merchandising
ideas,” added Scott Ramminger, AWMA President & CEO. “A
category that has been growing for years is foodservice and our
members are interested in having access to the latest in foodservice
programs, products and equipment at the show. By aligning the
educational program and the scope of products in the exhibit hall
with the needs and interests of key decision-makers, the result will
be a compelling business opportunity for distributors, brokers and
retailers who attend.”
1109 136-143.indd 1 10/29/09 11:27:43 AM

1109 136-143.indd 2 10/29/09 11:27:49 AM
D E S T I N A T I O N
Ocean City, Maryland, long known as the East Coast’s Finest Family
Resort, is proud to be an All-America City. Ocean City won this
Ocean City
prestigious award in the National Civic League’s All-America City
Award 2001 competition. Ocean City received one of only 10 awards
given nationwide. Ocean City boasts ten miles of beautiful, pristine
Maryland
beaches, a three mile boardwalk teeming with activity, a wealth of
fishing, water sports and boating opportunities, a golfers paradise
with an abundance of courses for all levels of play, amusement rides
and games, museums, shopping and much, much more to entertain
visitors of all ages. Ocean City also hosts restaurants that offer
cuisines to satisfy any appetite or pocketbook and lodging designed
An All-American City to accommodate the needs of any traveler.
Ocean City is Maryland’s only coastal community, situated on a

barrier island that, until the mid-1800s, was a barren place attracting
only a few fishermen who came over from the mainland on small
rowboats. In 1869, a local farmer named Isaac Coffin constructed
a small inn to accommodate the fishermen and others who were
beginning to show an interest in the beach as a refuge from city
life. Soon, other hotel properties arose and after Ocean City became
incorporated in 1875, the small fishing village was on its way to
becoming a seaside vacation destination.
In 1876, a railroad bridge was built over the Sinepuxent Bay. Prior to
the bridge, visitors had to ride the train to the edge of the mainland
where they would then cross the bay by boat. Visitors would travel
hours to spend one idyllic afternoon at the seashore. In the early
1900s, Daniel B. Trimper and his brother, both from Baltimore,
started an amusement park. The park is still owned and operated by
the Trimper family. Capt. Christopher Ludlum and his son traveled
from Cape May, NJ, and started the pound fishing industry, the
source of employment for many local men. While the men fished,
the wives and mothers were instrumental in running the hotels that
catered to vacationers.
1109 136-143.indd 3 10/29/09 11:27:54 AM

The oldest part of Ocean City is at the southernmost tip of the island.
As you meander the area below Division Street, look up above the
shops at street level. Cottages and small hotels still proudly reflect
the strong heritage of the early pioneers of this town. For decades
this was the hub of the resort, from about 9th Street north, there
were only a few lone cottages.
From 1900 to 1915, the first of Ocean City’s Boardwalk was

constructed. In the early days, the Boardwalk was taken up and
stored during the winter. Today’s Boardwalk is a permanent walkway
now spanning nearly three miles. In August 1933, a violent four-day
storm hit Ocean City and cut an inlet through the island, linking
the ocean with the bay. The inlet soon brought a new industry to
Ocean City — sport fishing. With easy access to the ocean, fishermen
no longer had to launch boats through the surf or limit themselves
to bay fishing. In 1934, the first white marlin was caught off the
coast and Ocean City claimed the title of “White Marlin Capital
of the World.”
This once humble fishing village that covered only a few blocks
of land now stretches 10 miles long. Modern hotels and deluxe
condominiums are now a part of the landscape, but what draws
visitors to the shore all year long has not changed: The invigorating
smell of the salt air, the majestic ocean views, the luxuriating feel
of the sand.
Reference: OC Maryland
http://www.oceancity.org/
1109 136-143.indd 4 10/29/09 11:28:07 AM

r e s o u r c e c e n t e r
MANUFACTURER SALES REPS WANTED

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unbeatable price flexibility and high fill rates, we are
a company with great opportunities and incentives: based brokers with a customer base covering Northern California,
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1109 136-143.indd 6 10/29/09 11:28:15 AM
E-Publisher Allows Your Buyers To View Your Catalog
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a d v e r t i s i n g d i r e c t o r y
3 Shows in 1. . . . . . . . . . . . . . . . . . . . 129 Bushman Products. . . . . . . . . . . . . . . . 34

Adventure Industries . . . . . . . . . . . . . . 77 Buztronics . . . . . . . . . . . . . . . . . . . . . . 88
Capitol News Agency. . . . . . . . . . . . . . 28
Agape Ventures. . . IBC
All Fun Gifts . . . . . . . . . . . . . . . . . . . . 54
Capsmith. . . . . . . . . . 1
CB Distributors. . . . . . . . . . . . 37, 40, 85
Alpha Cheapwholesalejewelry.com. . . . . . . . 149
Handbag Express. . . . . . . . . . . . . . 26, 27
Pharmaceuticals. . . . . 5 CTS Wholesale Sunglasses. . . . . . . . . . 47 Health Essist. . . . . . . IFC

American Eastern Trading . . . . . . . . . . 94
CVC Specialties. . . . 17 Health International Products . . . . . . . 22
Health Rockers. . . . . . . . . . . . . . . . . . . . 3
Collector’s Armory. . . . . . . . . . . . . . . . 51
D & E Pharmaceuticals. . . . . . . . . . . 106 Hi-Tech
DeLoache. . . . . . . . . . . . . . . . . . . . . . 140
Pharmaceuticals. . . . 8, 9
Disc Sports Direct . . . . . . . . . . . . . . . . 63
Hot Leathers . . . . . . . . . . . . . . . . . . . 119
HP Industries. . . . . . . . . . . . . . . . . . . . 33
Arsi Liquidators. . . . . . . . . . . . . . . . . . 57
Imprintables Warehouse. . . . . . . . . . . . 40
ASD Trade Shows. . . . . . . . . . . . . . . . 133
Infocell / Dynapep. . . . . . . . . . . . . . . . 41
Associated Distributors. . . . . . . . . . . . . 89
BDI Marketing . . . . . . . . . . . . . . . . . . 25 Innovative Candy
Beamonstar. . . . . . . 16 Concepts/Hammer
Corp.. . . . . . . . . . . 7, 18
The Beer Lube. . . . . . . . . . . . . . . . . . . 76 DL Trends . . . . . . . . . . . . . . . . . . . . . 116
East West Trading. . . . . . . . . . . . . . . . 117 International Gift Shows . . . . . . . . . . 135
Bodywell Nutrition. 23 Eldorado . . . . . . . . . . . . . . . . . . . . . . . 43 Interwest Brokerage. . . . . . . . . . . . . . . 97
J & L Wholesale Distributors. . . . . . . . 53
Encaff Products. . . . 15 J & W Sports. . . . . . . . . . . . . . . . . . . 105
Entrenue . . . . . . . . . . . . . . . . . . . . . . . 48 Jacob’s Paradise. . . . . . . . . . . . . . . . . . . 91
EWC Group, Inc. . . . . . . . . . . . . . . . 146 Jay’s Imports. . . . . . . . . . . . . . . . . . . . . 72
FEP Distributors . . . . . . . . . . . . . . . . . 46 Killerbeads. . . . . . . . . . . . . . . . . . . . . 113
Fragrance X . . . . . . . . . . . . . . . . . . . . . 94 Kings Distributors. . . . . . . . . . . . . . . 146
Full Power Energy . . . . . . . . . . . . . . . . 30

Gem & Lapidary Wholesalers . . . . . . . 94
Global Vision Eyewear. . . . . . . . . . . . 120
Green Planet, Inc

.. . . . . . . . . . . . . . 12, 13
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King Mountain Sunset Orchards, Inc.. . . . . . . . . . . . . . 84
Tobacco. . . . . . . . . 152 Synergy

L.A. Lighter. . . . . . . . . . . . . . . . . . . . . 42 Distribution. . . . . . . 14
Liquidation.com. . . . . . . . . . . . . . . . . . 38 Top Ten Imports . . . . . . . . . . . . . . . . . 49
Lollipipe. . . . . . . . . . . . . . . . . . . . . . . . 95 Tradex USA. . . . . . . . . . . . . . . . . . . . . 84
Majestic Greetings. . . . . . . . . . . . . . . . 96 Ultimate Sports . . . . . . . . . . . . . . . . . . 64
Merit Industries. . . . . . . . . . . . . . 45, 151 Valor . . . . . . . . . . . . . . . . . . . . . . . . . 108
Meta Labs . . . . . . . . . . . . . . . . . . . . . . 50 The Valour, Inc . . . . . . . . . . . . . . . . . . 24
Mike’s Worldwide Imports. . . . . . . . . . 65 Vash Designs . . . . . . . . . . . . . . . . . . . . 76
Mindzeye Studios. . . . . . . . . . . . . . . . . 35 Vitart Marketing . . . . . . . . . . . . . . . . . 62
Mister Snacks. . . . . . . . . . . . . . . . . . . . 96 Vitila Brands . . . . . . . . . . . . . . . . . . . . 31
Mocha Rush. . . . . . . . . . . . . . . . . . . . 116 Wholesale Outlet. . . . . . . . . . . . . . . . 128
Purple Sticky Brand. . . . . . . . . . . . 20, 21
MODA . . . . . . . . . . . . . . . . . . . . . . . . 35 Williams Trading. . . . . . . . . . . . . . . . 141
Ramson’s Imports Inc. . . . . . . . . . . . . . 93
Mystical Moments. . . . . . . . . . . . . . . 108
NAP & Associates . . . . . . . . . . . . . 24, 41
Rayco. . . . . . . . . . . . . . . . . . . . . . . . . 102
World Health
Regent Products. . . . . . . . . . . . . . . . . . 38
NBSP, Inc. . . . . . . . . . . . . . . . . . . . . . 121 Products, LLC . . . . . . 11
Republic Tobacco. . . . . . . . . . . . . . . . 125
Native Trading. . . . . . . . . . . . . . . . . . 103
Rockhard Labs, LLC . . . . . . . . . . . . . 124 Zack Trading . . . . . . . . . . . . . . . . . . . 140
Natural Emphasis. . . . . . . . . . . . . . 29, 55
Safeway International Group. . . 100, 150 Zhouye Lighter USA . . . . . . . . . . . . . . 39
NutriCap Labs. . . . . BC Safety Tech. . . . . . . . . . . . . . . . . . . . . 102
Off-Price Specialist Show. . . . . . . . . . 137 SalesOne

Overstock Avenue . 19 International. . . . . . . . 2
Selini Neckware (Cufflinksusa.com). . 147
Skeye Wholesale. . . . . . . . . . . . . . . . . 107
Smoke Clear. . . . . . . . . . . . . . . . . . . . 101
Snap Panel. . . . . . . . . . . . . . . . . . . . . . 80
South Mill Design. . . . . . . . . . . . . . . . 73
Southeastern Marketing. . . . . . . . . . . . 36
Pacific Link Sunglasses. . . . . . . . . . . . . 71
Spectrum Labs. . . . . . . . . . . . . . . . . . 148
Pittsburgh Souvenir & Novelty . . . . . 140
Stiff Nights. . . . . . . . . . . . . . . . . . . 78, 79
Poster Scene. . . . . . . . . . . . . . . . . . . . 109
Summit Road Distributing. . . . . . . . . . 44
PR Sunglasses. . . . . . . . . . . . . . . . . . . . 81
Sunny Trading. . . . . . . . . . . . . . . . . . 105
PriceMaster Corp. . . . . . . . . . . . . . . . . 32
It is Wholesale Source’s policy to list our advertisers and their page number in the Advertising Directory
Section. However, due to our deadlines, there may be occasions when the advertisers will not be listed.
Thank you for understanding.
145
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Wholesale Source Magazine

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Wholesale Source Magazine

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W HOLESALE

For Distributors & Retailers of Variety S OURCE

Tips for Hiring

November 2009 • Volume 17, No. 11

1109 cover FINAL.indd 1 10/29/09 11:43:31 AM

Vice President – Operations

so the East Cost is not left out — Milton, MA . creative

one can choose from, vanilla, black cherry, pineapple Comptroller

4 @ wsmag.com november 2009

1109 IFC-15.indd 5 10/29/09 9:40:33 AM

82 Hiring Holiday Help 58 Good Behavior by Decree

6 @ WSMAG.COM NOVEMBER 2009

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74 World Health Products, LLC

56 Road Mice™ Wired Models

50 Pure Hemp Papers R E S O U R C E S

104 Good Night Lite

Wholesale Source Magazine can be

10 @ WSMAG.COM NOVEMBER 2009

1109 IFC-15.indd 11 10/29/09 11:47:13 AM

1109 IFC-15.indd 15 10/29/09 9:41:53 AM

1109 IFC-15.indd 16 10/29/09 9:41:59 AM

RC/TOY SPECIALISTS Importer/Wholesaler

Perfect for small stores & kiosks

The Valours Inc. 5650 Savoy Lane • Houston, TX 77036 • USA

Phone: (713) 781-1500 Fax: (713) 781-1537

24 @ WSMAG.COM NOVEMBER 2009

1109 16-31.indd 9 10/29/09 10:04:40 AM

SUGAR FREE, ZERO

4.0 GPA Energy is a new, pocket-sized energy

1109 32-47.indd 1 10/29/09 10:19:27 AM

Wholesale Flat Wallets and Accordion Wallets!

1109 32-47.indd 4 10/29/09 10:19:58 AM

1109 32-47.indd 7 10/29/09 10:20:14 AM

1109 32-47.indd 9 10/29/09 10:20:24 AM

1109 32-47.indd 10 10/29/09 10:20:30 AM

• Free Freight Available

Visit us today at www.SummitRoadDistributing.com

1109 32-47.indd 13 10/29/09 10:21:00 AM

1109 48-63.indd 2 10/29/09 10:26:53 AM

Pure Hemp Papers Get Wide

The ‘one-and-a-half’ papers offer a generous width of 64mm, 45%

For more information, please contact:

50 @ WSMAG.COM NOVEMBER 2009

1109 48-63.indd 3 10/29/09 10:26:55 AM

Only Mother Nature could form soaps as beautiful as these

The soap is made through a process, in which soap resin

52 @ wsmag.com november 2009

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ROAD MICE™ WIRED MODELS

About Four Door Media

56 @ wsmag.com november 2009

1109 48-63.indd 9 10/29/09 10:27:30 AM

Phone/Fax: (609) 466-0963 Mailing Address:

USED STORE FIXTURES

• 1/6 Counter plastic bag holders (NEW).........$24.00

• 6-Grid wall white or chrome (all sizes)........$1.00/sq ft

1109 48-63.indd 10 10/29/09 10:27:33 AM

How a Simple Contract

1109 48-63.indd 11 10/29/09 10:27:35 AM

1109 48-63.indd 12 10/29/09 10:27:38 AM

60 @ wsmag.com november 2009

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