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TWICE, NPD Spotlight ‘Success’

TWICE does a great deal of coverage when products debut, but precious little after they reach market. Our third annual Success Stories report, which appears throughout this issue, is an attempt to balance the scales ever so slightly.

Our Success Stories report is brought to you with the generous cooperation of The NPD Group, Port Washington, N.Y. NPD has provided us with dollar sales information in a variety of categories for the 12 months ending in May 2004. What we want to show is which products succeeded in becoming hits, and, more importantly, why.

In this special issue TWICE profiles some of the best-selling products in video, home audio, digital imaging, mobile electronics, computers, communications, accessories and major appliances.

As we have done in previous years, in discussing the products our editors selected based on NPD’s reports, we asked manufacturers why they think they were a hit with consumers. We also interviewed retailers, who gave their views as to why these products succeeded.

In addition, we publish the “Top 10” lists for each category, giving credit to other models in the category that have proven popular during those 12 months.

We hope that this annual look at some of the best-of-the-best product introductions will give product designers, marketers and retailers food for thought.