A Survivor's Story
"Back after the '93 bombing, and in keeping up with world events in the years following, Joe came up with what he half-jokingly called the 'Osama Bin Laden' scenario," says Friedman. "The idea was that in case there was another attack in the neighborhood, we needed to have more redundancies." While the '93 explosion caused little disruption to J&R's business, City Hall, the New York Stock Exchange and Federal Plaza are only blocks away, all tempting targets for further terrorist activity.
Joe Friedman says that, "After '93, I didn't think people were taking it seriously....They tried once, and they didn't succeed. They were going to try again. The World Trade Center is such a symbol of America and capitalism."
As a reaction to the '93 events, the company expanded its operations to Maspeth, Queens, where its distribution service is now centered. The Manhattan location houses the art department and promotions production. The catalog operation is also now centered in Maspeth. This production ability is an especially critical component to J&R's business—more than two million customers receive J&R's printed catalog every six weeks. In addition to housing art production, the Manhattan location also houses the primary servers for the Web site. Those servers had already been replicated at the Maspeth location, providing redundant service in case the primary system is interrupted.