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Room Service

Catalog with a twist, wheels of fortune

This story appears in the July 1999 issue of Business Start-Ups magazine.

It's not exactly a magazine--and it's not exactly a mail order catalog, either. Rather, what publishing veteran Amy Crain has created with the bimonthly ROOM is a little bit of both. "A lot of people use the term `magalog,' " offers Crain, 31. "That's pretty descriptive."

Descriptive, yes--and intriguing. Drawing upon her experience as an editor at House & Garden magazine, Crain crafts a home decor showcase in ROOM. Text blends with stylish photography; editorial sensibility merges into shopping functionality. Though everything in the publication is for sale, selling isn't its only service. Observes Crain, "It has the feel of a magazine."

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