Costco Connection - November 2005

®

PUBLISHER Ginnie Roeglin

EDITOR David W. Fuller 425-313-8510 dfuller@costco.com

MANAGING EDITOR Anita Thompson 425-313-6442

athompson@costco.com

ONLINE EDITOR David Wight David. Wight@costco.com

ASSOCIATE EDITORS

Tim Talevich, Seattle 425-313-6759 ttalevich@costco.com
Lorelle Gilpin, Ottawa 613-221-2009 Lorelle. Gilpin@costco.com
Sue Knowles, London 011-44-1923-213113 sknowles@costco.co.uk
Sung-won Hwang, Seoul 82-2-2630-2606 swhwang@costcokr.com

SENIOR EDITOR T. Foster Jones Tod. Jones@costco.com

REPORTERS

Will Fifield wfifield@costco.com
Stephanie E. Ponder sponder@costco.com
Mark E. Stroder mstroder@costco.com

EDITORIAL ASSISTAN T

Dorothy Strakele 425-313-6899 connection@costco.com

COPY EDITOR Miriam Bulmer

CONTRIBUTORS

Brian Basset, Paul & Sarah Edwards, Lindsey Farmer,
David Horowitz, Suze Orman, Valerie Ryan,
Ellen Schwartz, Pat Volchok

ART DIRECTOR Doris Winters dwinters@costco.com

ASSOCIATE ART DIRECTOR

Lory Williams lwilliams@costco.com

GRAPHIC DESIGNERS

Ken Broman, Bill Carlson, Susan Detlor, Chris Rusnak, David Schneider, Dawna Tessier

PRODUCTION MANAGER Pam Sather psather@costco.com

ASSISTANT PRODUCTION MANAGER

Antolin Matsuda amatsuda@costco.com

PRODUCTION SUPERVISOR, OTTAWA

Elaine Emond Elaine. Emond@costco.com

COLOR TECHNICIAN MaryAnne Robbers mrobbers@costco.com

ADVERTISING MANAGER

Jane Klein Shucklin 425-313-8277 jshucklin@costco.com

ASSISTAN T ADVERTISING MANAGER

Kathi Tipper-Holgersen 425-313-6581 ktipper@costco.com

ADVERTISING COORDINATORS

Deborah Lipman, London 011-44-1923-830481

dlipman@costco.co.uk

Isabel Levasseur, Ottawa 613-221-2394

Isabel. Levasseur@costco.com

Steve Trump, Seattle 425-313-6969 strump@costco.com

ADVERTISING / PROMOTION COPYWRITER

Bill Urlevich

BUSINESS MANAGER Janet Burgess

CIRCULATION MANAGER Rossie Cruz 425-313-6715

rcruz@costco.com

ADMINISTRATIVE ASSISTANT

D. Ted Harris 425-313-2937 dtharris@costco.com

COSTCO WHOLESALE
P. O. Box 34088, Seattle, WA 98124-1088
999 Lake Drive, Issaquah, Washington 98027
Fax: 425-313-6718
E-mail:connection@costco.com
For information on warehouse hours and more:
1-800-774-2678 costco.com

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

Ginnie Roeglin

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.