Acquire New Customers... Without Spending $1K/M (1,696 words)

Where to Start

The first step is to appoint an Alternative Media Czar for your catalog, someone responsible for: looking into all facets of alternative-media marketing, coming up with a testing plan, executing it and reading the results.

In researching space ads or off-the-page advertising, a trip to a major magazine retailer (e.g., Barnes & Noble, Borders, a large airport or train station) is in order.