Find New Customers, Without Breaking the Bank

Where should you advertise your catalog? There’s one basic rule: Go where your competitors go. If you find a publication that looks right for your product but contains no mail order ads, skip it. The New Yorker is loaded with small mail order ads that seem to produce results, since many of the advertisers are there again and again. In addition, The New York Times and The Wall Street Journal have regular catalog shopping sections.