Using Alternative Media to Build a List

The genesis of a catalog can follow several creative paths. Some catalogs begin as concepts, springing forth full-grown from an entrepreneur’s forehead. Some spin off from retail stores or other catalogs. Others grow organically, often from space ads or a single product offering.

Design Toscano took the last approach. For founder Michael Stopka, “alternative media” isn’t really alternative at all; it’s part of a core strategy for finding prospects for a niche market and converting them into loyal buyers.