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  Plus-Size

  Susan Barone is building her Web business with a pristine attention to privacy. Each woman who presents her e-mail address at one of Barone’s three plus-size

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  RETURN on INVESTMENT

  With paid placement (and paid inclusion using cost-per-click), return on investment is figured in the standard way: profit divided by the cost of the

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  Stonewall Kitchen Revamps Web Site

  Specialty foods cataloger/manufacturer Stonewall Kitchen relaunched its Web site last month in an effort to increase visitor-to-buyer conversion rates.

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  Spam Stings

  Everyone knows spam is proliferating. After all, who doesn’t have an e-mail from those enterprising Nigerian folks in their in-box, along with hundreds

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  Hitting the Right Chord

  Larry and Wendy Davis’ company has been selling guitar parts for 25 years. It is mostly a wholesale business, hawking guitar necks, tuning keys, whammy

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  Exciting Results

  RedEnvelope has been engaged in search engine marketing for only about a year but it is already one of the savviest companies out there. The San Francisco-based

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  Techniques From the Trenches

  Jack Matarasso is manager of e-mail marketing at J. Crew. He talked about the apparel marketer’s best practices from its New York headquarters. DIRECT:

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  Online Game Is An Ice Breaker

  It makes sense that the National Hockey League’s Tampa Bay Lightning knows how to work a game. Martin Quessenberry, director of Web services, incorporated

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  TOP SEARCH ENGINE PLAYERS At a Glance

  ALTAVISTA AltaVista Co., Palo Alto, CA www.altavista.com Search engine with its own crawler and directory content from LookSmart. PAID INCLUSION Express

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  Revving Up

  WD Music Products Inc., which sells guitar parts, has seen its direct to consumer sales go from 1% to 26%. A rental agent for vacation homes in Sanibel