resulting in a 16-page, two-color production. As Rory's illness worsened and he was limited physically, he continued to write veterinary advice published in the catalog. Aiming for national distribution from day one, the partners searched specialty dog publications, recording the names of potential customers – breeders, kennel owners, hunters, and fellow veterinarians. The first batch of 16,000 catalogs was mailed out in February 1983 using hand typed labels. Two people were hired to answer the phones and handle distribution from the clinics' waiting rooms, which were used to store products. The catalog generated $30,000 of sales during its first year. Rapid growth The catalog business grew quickly as the partners started to advertise and rent third-party mailing lists. Within two years, the mail-order business had outgrown the space available at the doctors' clinics, and a separate warehouse was purchased. Rory Foster died in 1987, but the business continued to expand. In 1988, the catalog was expanded to 32 full-size pages and became the nation's first full-color pet catalog. Cat and horse supplies were added, and the partners shifted the catalog's focus to include regular pet owners. Toys, pet furniture, and accessories were added to the catalog's existing medications. The catalog's success eventually prompted the veterinarians to give up their clinics and pursue the catalog business full-time. In 1992, construction of a new . headquarters began. The all-in-one building would serve as a call center, warehouse, distribution center, and office building. In 1993, the Drs. Foster and Smith brand of private label pet-care products was launched. By the end of year one, the product line contained more than 30 items including dietary supplements, pet furniture, and flea and tick products. Focus on education & launch of DrsFosterSmith.com The mid-late 1990s also brought an increased focus on education. In 1995, Drs. Foster and Smith released its first pet handbook, What's the Diagnosis, published by Simon & Schuster. In 1997, the company hired additional veterinarians to answer customer questions and produce educational materials. The growing popularity of the internet prompted Drs. Foster & Smith to move education efforts online, leading to the creation of PetEducation.com. 1998 saw the launch of Pets.com and Petopia, attracting millions of pet supply customers to the web for the first time. Drs. Foster and Smith, which had gone online with a basic homepage a few years earlier, also launched online ordering that year. Drs. Foster and Smith, however,