Acquire New Customers, Without Spending $1K/M

Obviously, all of this is far cheaper than the buck a head it would cost to send an actual catalog. And presumably response would be better, since the responders are people who raised their hands to say they were interested in the offer.

Secrets of Off-the-Page Advertising

The beauty of a space ad is that it costs far less than mail, and you know within a few days whether you have a winner or a loser. The reason: Where direct mail dribbles out across the country, a publication with your ad in it hits everywhere at once: newsstands, subscribers’ mail boxes, dentists’ offices, airliners and libraries. What’s more, if you can buy space in a regional edition, you can test for even less money; if it works, next time roll it out nationally.