It is hardest to find people in the Web marketing area. People with a good understanding of the Web infrastructure—who know how to leverage it—are a little harder to find.

We're upgrading the talent across the company from a strategic marketing standpoint, and we are making sure there is one approach to marketing that is followed all across the company.

And I like to think we've come as far as we have by word-of-mouth marketing, by understanding where our niche markets are. I was just sitting here reading an article in Forbes magazine about grass-roots marketing, and they are talking about a lot of things we've been doing for years.

The market is really hot right now. We've stepped up hiring.

Affinity marketing is where DM crosses over into field marketing, giving us a broader understanding of how to use samples with consumers. It's not just a DM approach, but about devising creative ideas for sales and using DM skills to drive this.

We're creating our own content because it's very important to be out there with marketing that people say is unique and different.