PUBLISHER Ginnie Roeglin
EDITOR David W. Fuller 425-313-8510
MANAGING EDITOR Anita Thompson 425-313-6442
ONLINE EDITOR David Wight David. Wight@costco.com
Tim Talevich, Seattle 425-313-6759
Lorelle Gilpin, Ottawa 613-221-2009 Lorelle. Gilpin@costco.com
Sue Knowles, London 011-44-1923-213113
Sung-won Hwang, Seoul 82-2-2630-2606
SENIOR EDITOR T. Foster Jones Tod. Jones@costco.com
Stephanie E. Ponder
Mark E. Stroder
EDITORIAL ASSISTAN T
Dorothy Strakele 425-313-6899
COPY EDITOR Miriam Bulmer
Brian Basset, Paul & Sarah Edwards, Lindsey Farmer,
David Horowitz, Suze Orman, Valerie Ryan,
Ellen Schwartz, Pat Volchok
ART DIRECTOR Doris Winters
ASSOCIATE ART DIRECTOR
Ken Broman, Bill Carlson, Susan Detlor, Chris Rusnak,
David Schneider, Dawna Tessier
PRODUCTION MANAGER Pam Sather
ASSISTANT PRODUCTION MANAGER
PRODUCTION SUPERVISOR, OTTAWA
Elaine Emond Elaine. Emond@costco.com
COLOR TECHNICIAN MaryAnne Robbers
Jane Klein Shucklin 425-313-8277
ASSISTAN T ADVERTISING MANAGER
Kathi Tipper-Holgersen 425-313-6581
Deborah Lipman, London 011-44-1923-830481
Isabel Levasseur, Ottawa 613-221-2394
Steve Trump, Seattle 425-313-6969
ADVERTISING / PROMOTION COPYWRITER
BUSINESS MANAGER Janet Burgess
CIRCULATION MANAGER Rossie Cruz 425-313-6715
D. Ted Harris 425-313-2937
P. O. Box 34088, Seattle, WA 98124-1088
999 Lake Drive, Issaquah, Washington 98027
For information on warehouse hours and more:
The Costco Connection is published by Costco Wholesale. All
facts, opinions and statements appearing within this publication
are those of the writers and editors themselves, and are in no
way to be construed as statements, positions or endorsements
by Costco Wholesale or its officers. Publishing offices are located
at 999 Lake Drive, Issaquah, WA 98027. Information in The
Costco Connection is gathered from sources considered to be
reliable, but the accuracy of all information cannot be guaranteed. Copyright © 2005 Costco Wholesale. Products advertised
may not be available at all locations at time of publication.
from the publisher’s desk
WITH THANKSGIVING JUST a few weeks away, the
holidays are in full swing at Costco. In this issue, in our
warehouses and on costco.com, you’ll find a variety of
helpful gift ideas, starting with a terrific selection of books.
We’ve included lots of previews to help you find the per-
fect fiction or nonfiction novels, travel guides, religious Ginnie Roeglin is Senior Vice
books, art and coffee-table books, children’s books or President, E-Commerce and
cookbooks for everyone on your list. Publishing, and Publisher of
Speaking of cookbooks, we’re pleased to announce The Costco Connection.
our fourth annual Costco cookbook, Creative Cooking
The Costco Way. The book is filled with hundreds of favorite recipes straight from our
food suppliers, who know best how to prepare their products. As we did last year, we will
be handing out these free books in our U.S. warehouses on Thanksgiving weekend. Be
sure to stop in early because our supply is limited to the first 1. 5 million members.
Don’t worry—if we run out before you get a copy, you’ll find the entire cookbook
online at costco.com after December 1. We will also have lots of special offers on merchandise in the warehouse and online on Thanksgiving weekend. Be sure to watch for
our special coupon brochures in the warehouses starting the week before Thanksgiving.
This issue also includes a special 32-page section of gift ideas available only on
costco.com. Be sure to check out our newly redesigned Web site, which offers thousands
of items you won’t find in your local Costco! It is like having an additional warehouse to
shop. And, of course, we’ll ship your items directly to your gift recipient’s door!
Costco.com carries one-of-a-kind gifts such as jewelry and diamonds, watches for
him and handbags for her, gift baskets and gourmet foods, bulky items like furniture,
pool tables, swing sets, wine cellars, spas and saunas, and children’s toys, including learning games, motorized cars and art tables. You’ll also find the latest electronics, including
digital cameras, Dell computers, GPS systems, Apple iPods and all the new digital TV
technologies, described by our consumer reporter, Pat Volchok, on page 58.
The best gift of all might just be an exotic vacation for a little post-holiday R&R!
You can read more about Costco Travel’s great savings on luxury vacations on page 62.
Happy Thanksgiving from all of us at Costco! C
from the editor’s desk
THERE ARE FEW MORE RECOGNIZABLE brands
on the face of this planet than Disney. So when the
person at the helm of the Walt Disney Company
changes, it’s news.
David W. Fuller
We are proud this month to be right on the spot
David W. Fuller is Assistant with an exclusive interview with Robert Iger, who just
Vice President, Publishing, and took over the reins of the world’s second-largest enter-
Editor of The Costco Connection. tainment enterprise from retiring Michael Eisner.
Like any of America’s enduring institutions, Disney
has had its ups and downs through its 82-year history. Right now it seems to be on a
roll with the successful opening of Hong Kong Disneyland. Iger promises a lot more to
come. Do any of us doubt that the Disney magic will continue?
This belief by the public that there is more good stuff to come may be the ultimate
proof of a brand’s success. Advertising and publicity, especially in the outrageously pervasive dollops that can be delivered today, can imprint a brand name in the public’s
mind. But it is only the consistent delivery of quality that will endear a brand to its users.
Having delivered on promises year after year, a strong brand will even be cut some
slack by a public that in general is seen as unforgiving. A misstep now and then can be
forgiven when the brand in the long run stays true to its tradition.
That’s why it never hurts to pause occasionally to look back on your brand’s
history and to reflect on the motivations of those who have steered its course. The
touchstones of the past can nearly always be used as the foundation of the future.
Hey, if a mouse can do it, I’m sure the rest of us can. C
NOVEMBER 2005 The Costco Connection 7