Intelligent mammals

Intelligent mammals: Mediapost’s Larry Dobrow profiles Blue Dolphin, the self-dubbed “Magazine Superstore.” According to Blue Dolphin president Don Nicholas, the website is selling around 10,000 subscriptions per week and if the holiday season goes well could drive past the 600,000-subscription mark for the year.

Wow. How do they do that? This article raises more questions to me than it answers. How do they generate that volume? (By comparison, the rexblog magazine store will soon drive past the 11 subscriptions level for 2003.) Do these sales come all via the Blue Dolphin brand or by providing back-office fulfillment services and affiliate programs to others? Amazing numbers, but I’m going to have to admit that Blue Dolphin is not exactly a household name even at my magazine-geek house.