Alternate Media Other Catalogers Use and Why

“The total budget for creating and placing a direct response TV spot is about equivalent to mailing a test to a dozen outside lists of about 5,000 names each—not really a huge leap,” wrote Jack Schmid in the January 1999 Target Marketing.

Schmid recommends using the services of direct marketing pros who know how to elicit responses; placing extra spots to circumvent pre-empting; requesting an air-time schedule in order to be prepared for handling bursts of incoming calls; being able to fulfill catalog requests quickly; and tracking the time of day responses come in, to select the best time slots.