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After 25 Yeafs Monster Cable Re-Injects Romance into A/V Sales
It's no secret that Monster Cable deserves credit for basically inventing an entire product category. Most of today's consumers can't remember the days when they'd have to buy a spool of zip cord along with their speakers, or when it was the manufacturer's responsibility to supply all the interconnects for a new receiver. Now in its silver anniversary year of business, the company intends to take its mantra of brand value and dedicated sales training and extend it to the next level, which in the mind of Head Monster Noel Lee, encompasses nothing less than the audio industry itself.
It's also no secret that audio sales are having a hard time keeping up with video sales, particularly at a time when video may be the biggest part of the customer's budget, but it's hardly the retailer's most profitable sale. For Lee, as well as many others in the business, the question is whether audio sales dollars can keep up with video, proportionally speaking. Quoth the Monster: "If you can't sell audio, you're dead. There's no prolitability in video; it's becoming commoditized."
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