Melanie Woods, Seattle 425-313-2558 email@example.com
Deborah Lipman, London 011-44-1923-830481 firstname.lastname@example.org
Leah Clement, Ottawa 613-221-2383 Leah.Clement@costco.com
SENIOR ADVERTISING PROJECT MANAGER
Steve Trump email@example.com
ADVERTISING / PROMOTION COPYWRITER
NATIONAL ADVERTISING OFFICES
John McCarthy & Associates
2683 Grandoaks Drive
Westlake Village, California 91381
John McCarthy, 818-706-8066,
Rossie Cruz 425-313-6715 firstname.lastname@example.org
CIRCULATION / EDITORIAL ASSISTANT
Dorothy Strakele 425-313-6899 email@example.com
D. Ted Harris 425-313-2937 firstname.lastname@example.org
P.O. Box 34088, Seattle, WA 98124-1088
999 Lake Drive, Issaquah, Washington 98027
For information on warehouse hours and more:
1-800-774-2678 or visit costco.com
The Costco Connection is published by Costco Wholesale. All
editorial material, including editorial comments, opinion and state-
ments of fact appearing in this publication, represents the views of
the respective authors and does not necessarily carry the endorse-
ment of Costco Wholesale or its officers. Information in The Costco
Connection is gathered from sources considered to be reliable, but
the accuracy of all information cannot be guaranteed. The publica-
tion of any advertisements is not to be construed as an endorse-
ment of the product or service offered unless it is specifically stated
in the ad that there is such approval or endorsement. Products
advertised may not be available at all locations at the time of pub-
lication. Publishing offices are located at 999 Lake Drive, Issaquah,
WA 98027. Copyright © 2009 Costco Wholesale.
from the publisher’s desk
HAPPY NEW YEAR! It is that time again—time to resolve
to make healthful changes. In this new year of uncertainty,
there are more reasons than ever to improve your physical
and financial health. This issue offers lots of healthy tips,
articles and products to get you off to the right start.
If you are in need of a little inspiration to get going,
you’ll find that and more in our cover story (page 30)
about David Murdock, owner of the Dole Food Company
and other companies. At 85, Murdock is the absolute pic-
ture of health and vitality. His mission is to teach people
about proper nutrition so they can live healthy, happier,
longer lives. You can receive free nutrition advice, recipes,
food facts and more by registering for Dole’s free newsletter at www.dolenutrition.com.
We have also included a special section, For Your Health, where you’ll find tips to lose
weight, quit smoking, boost your brain power, lower your blood pressure and more.
On page 41, fitness and nutrition author and expert Jorge Cruise issues a challenge to
Costco members to try his free “Belly Fat Cure” to lose dangerous inches from your waist
and extend your life. Perhaps your “after” picture will be included in an upcoming
Suze Orman shares her tips for improving your financial health on page 17. For
more sound advice on protecting yourself during these challenging times, you may want
to pick up her 2009 Action Plan in our warehouses or online.
Costco’s Business Supply program can also help improve the financial health of
your business or your employer. Costco.com carries thousands of the most popular
office supplies, office furniture and technology products at a substantial savings over the
Last but not least, be sure to watch your mailbox for our coupon mailer with more
than $1,400 in savings on food and non-food items, including treadmills and elliptical
machines to help you keep those resolutions! C
Ginnie Roeglin is Senior Vice
President, E-Commerce and
Publishing, and Publisher of
The Costco Connection.
from the editor’s desk
David W. Fuller
MARKETERS, EDITORS AND columnists have a habit
of categorizing people. Starting with large groupings
such as “consumers” or “seniors” or “red and blue states”
and moving down to such tight pigeonholes as “unmar-
ried heads of households who were graduated from col-
lege and who have household incomes of more than
$75,000,” these categories are designed to bring a better
David W. Fuller is Assistant understanding of customer bases and audiences.
Vice President, Publishing, and As a marketer, editor and columnist, however, I have
Editor of The Costco Connection. always tried to resist this urge to simplify, this desire to
amalgamate individuals into groups.
That’s one reason I find the annual recap of our Debate section’s results so interest-
ing. Over the course of a year we ask a range of questions that the editor in me thinks
should paint a portrait of “the Connection reader.” Every year, the results fail to do this.
In fact, they raise more questions than they answer for anyone trying to get a bead on
just who is reading this magazine.
For example, although a small majority of respondents said they believe the costs of
eco-tourism outweigh the benefits, a somewhat larger majority said the country is doing
enough to protect our national wilderness. So, are readers environmentalists or not?
The answer I come away with from all of this is that individuals are far too complex
for us to safely predict their behavior or attitudes based on the categories we try to layer
upon them. Such labeling, in the end, does a disservice to each customer and each reader.
After all, people are people, not pigeons. C