Using Alternative Media to Build a List

“There are certain things that direct response ads have to do,” says Nancy Beardsley. “These are rules that can be broken, like all rules, but when you start, it’s best to follow them.”

She says that when some catalogers start running space ads, they look at companies like L.L. Bean, which has been well branded after years of advertising and mailing, or like Pottery Barn, which has a chain of stores to support the advertising.