Jazz Catalog Rides Wave of Interest From PBS Documentary

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A special edition of The Jazz Store catalog is dropping today to 110,000 people.


The mailing coincides with the Ken Burns documentary, "Jazz: A History of America's Music." The cataloger is a sponsor of the series, which is appearing on PBS.


Steve Brecker, president of The Jazz Store, Montclair, NJ, said the 48-page catalogs are being mailed exclusively to customers on its house database file.


The book will devote a page to the series providing consumers with the opportunity to purchase the documentary. CDs that include music featured in the series will also be available.


Since the program's initial airing nearly three weeks ago, Brecker said traffic to the company's Web site has increased from between 200 and 300 unique visitors each day to between 1,500 and 2,000. The company's call center has experienced an increase in catalog requests, a number that has jumped to 100 each day during the past two weeks.


Series sponsors are showcased at the end of each episode. The Jazz Store is featured along with its toll-free number and Web address.


"We're finding a lot of novices to jazz calling about our products and what we have to offer," Brecker said. "This series has had a great effect on us."


The Jazz Store targets jazz enthusiasts interested in the music genre as well as in collectibles and gifts. The average order size is about $62. Males account for 70 percent of the buyers.
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