Alternate Media Other Catalogers Use and Why

Kotowski says driving readers to a toll-free number rather than a Web site has an advantage: “On the Web, there’s no person to talk to and close the sale. If the caller is directed to call an 800 number, the CSR on the other end has a much better chance to persuade the caller to place an order.”

Peripherally, Black considers editorial media placements an alternate medium, as well, “especially if your product is general interest, and there is education involved.”