Acquire New Customers, Without Spending $1K/M

Two Possibilities

The New Yorker, with a rate base of 800,000, frequently takes small ads from catalogers. For example, Hitchcock Wide Shoes for Men runs a 1-inch, black-and-white ad that costs $2,015 per issue (see page 32). If they run it 48 times, the price comes down to $1,632 per issue.

Another venue is the monthly “Catalog & Online Shopping” section of The Wall Street Journal that features 20 to 30 advertisers. Among them are niche merchants such as Masters Collection, Camping World, Pacific Aircraft, Seacraft Classic and Cedar Works.