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The Costco Connection is published by Costco Wholesale. All
editorial material, including editorial comments, opinion and statements of fact appearing in this publication, represents the views of
the respective authors and does not necessarily carry the endorsement 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 publication
of any advertisements is not to be construed as an endorsement of
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98027. Copyright © 2011 Costco Wholesale.
from the publisher’s desk
HAPPY NEW YEAR! January is a time for new beginnings. If you are ready to set some new goals to transform
your business or personal life, you will find lots of inspiration in this issue.
Our cover story (page 36) is sure to get you motivated.
JD Roth and Todd Nelson are co-producers of many TV
shows, including the hit The Biggest Loser. Roth and
Nelson have helped more than a thousand people take
charge of their lives and accomplish impressive goals on
their shows. Perhaps they can help you transform your life?
Costco can help get you on the right path with both
diet and exercise. Costco carries many new “power foods,” including ancient whole
grains such as quinoa and spelt, in addition to steel-cut oats, acai, flax and agave, to kick-start a healthy lifestyle this year. You can read more about these healthful choices on page
72. Protein drinks and powder can also help to promote lean muscle and burn stored fat,
as Costco assistant buyer Scott McCarron explains on page 57.
We can help you get moving with the full selection of exercise equipment in our
warehouses and on Costco.com, including treadmills, ellipticals, bikes, weights—even
inversion tables and the Pilates Reformer (page 61).
If you have been missing out on life due to a hearing loss, think about visiting one
of Costco’s Hearing Aid Centers. Our professionally trained and licensed technicians will
fit you with the right state-of-the-art hearing aid at up to 50 percent savings over other
suppliers’ prices. You can learn more about Costco’s hearing aid service on page 57.
If your home could benefit from some positive changes, you’ll want to check out
the furniture arriving in the warehouses now. You’ll find instant savings on items for
your home starting on page 90, and lots of decorating tips in our For Your Home section,
starting on page 96. We also have an additional selection of furniture on Costco.com that
includes “white glove” delivery to your home.
Happy new beginnings from all of us at Costco! C
Ginnie Roeglin is Senior Vice
President, E-Commerce and
Publishing, and Publisher of
The Costco Connection.
from the editor’s desk
I AM OFTEN CALLED upon to describe the genre of
magazine publishing to which The Costco Connection
belongs. For me, the answer is simple: It is a general-interest publication.
In some arenas this is like describing the species to
which you belong as “dinosaur.” It’s true, the great general-
interest magazines of the 20th century—among them,
We live in an era of niche publishing, replete with magazines about every little cranny
of our wide-ranging interests.
So why does The Connection persist in this interest in general interest?
Because it allows us to tell so many of the stories connected to our members, our
suppliers and the ever-widening universe of Costco. Because people do want to broaden
their vistas beyond their sport, their hobby, their interest in food, their trade. Because the
more broadly we can cast the net called community, the better off we are in the long run.
And, yes, because the magazine is designed to reflect the full array of merchandise
categories at Costco.
What brings this to mind is this month’s heavy focus on health. You’ll find plenty to
read here on this topic of universal interest. As happy as I am that we are bringing you
this kind of depth on this important topic, I am just as happy to know that next month’s
special section will be about hardware; and in March, outdoor living; and in May, summer
travel. Aren’t you? C
David W. Fuller is Assistant
Vice President, Publishing, and
Editor of The Costco Connection.
JANUARY 2011 The Costco Connection 9