TOC Launches ''The Objectivism Store''

Russell La Valle, TOC's director of marketing and production, and Shawn E. Klein, Web site manager, have announced the launch of the center's newest Web site, The Objectivism Store (www.objectivismstore.com). A collaborative effort among Klein, La Valle, and an outside Web designer familiar with the center, the store features a distinctive new design, enhanced navigability, and a more sophisticated shopping cart-all in an effort to expose the center's work and products to the greatest possible audience.

"The Objectivism Store replaces Principal Source as the mail-order division of TOC," said Russ La Valle. "While I appreciated the symbolism of the name 'Principal Source,' we are in the business of advocating and promoting Objectivism, and for many of the reasons that the center itself underwent a name change in 1999, this change was also necessary. Not only does it make more sense from a marketing standpoint—as the Web is the largest single source of mail-order revenue—it also brings us more into line as a direct division of TOC."

The features of the new site make it easier to browse and shop for products related to Objectivism and Ayn Rand. Customers now have the ability to check their order status, as well as more easily update their billing address. The new store also now sells and accepts gift certificates. And for customers wishing to send products as gifts, the new store allows customers to send their purchases directly to the recipient.

"We hope to expand our affiliate program," said Klein, "in order to help drive up sales and recognition of Objectivism." For those interested in becoming Objectivism Store Affiliates, visit the Web site and click on the link "Become an Objectivism Store Affiliate." In any case, check out the new Web site today at: http://www.objectivismstore.com.