Using Alternative Media to Build a List

For example, one of Design Toscano’s current ads features a pair of candlesticks shaped like Chinese acrobats and a BRC with the tagline, “The Catalog for Your Adventurous Side.”

While it’s important to test placement, Beardsley believes creative tests are overrated. “People think that creative wears out faster than it does,” she says. “Sometimes clients think, ‘Oh, there are 100,000 people reading House Beautiful and I ran that ad in November. If I run it again in February, they will have seen it already and remember it.’ They don’t.”