Strategizes

Serving residential and small commercial customers is a smallmargin business and Columbia Energy is planning its strategyaccordingly for its entry into the Georgia market. Columbia won’tbe sinking large dollars into a statewide brand name advertisingcampaign as several other retail marketers did prior to the Nov. 1start-up of the largest retail unbundling in the country. Instead,Columbia plans an aggressive direct marketing program that focuseson attractive pricing and customer service.