The National Association of College Stores (NACS) was challenged with the task of promoting an industry facing unprecedented and aggressive online market competition. To combat this, it launched a bold series of public affairs and marketing initiatives to give voice to the college store industry. As a result of its actions, there was a gradual disintegration of the Dot.com competition, which appeared to be abandoning the textbook market, providing NACS with a further opportunity to enhance its image and marketing tools to reach a wider audience.