Sources consider the move to reintroduce the publication as a drastic attempt to boost sales in the American market. Revenue has been minimally declining since the late-2000s recession began, and the "Quarterly" is noticeably credited for A&F's continued success in the early 2000s in a "pre-social media" environment. Analysts noticed the increase in revenue from the 2008 "Quarterly" relaunch in London, and will pay attention to the results of the 2010 American relaunch. There is a majority of optimism towards the relaunch, since A&F sales have been improving recently and the "Quarterly" is expected to lure in shoppers. RBC Capital Markets analyst Howard Tubin mentioned that the catalog probably won't make a material difference on earnings, but added that any media exposure related to the catalog will be a positive for the New Albany, Ohio-based company." TheConsumerist.com, however, commented the timing is inopportune: "For any company, let alone an apparel retailer, to be starting a magazine in this economy really bucks the trends," said Columbus retail consultant Chris Boring of Boulevard Strategies. "I just don't see the market out there for a $10 magazine, especially with teenagers so into technology. I would think the money would be better spent on some new mobile app."