Using Alternative Media to Build a List

Design Toscano runs ads for a year or a year and half with good results.

What Products to Feature

Two of the biggest decisions in creative are which product to feature and which offer to make.

Lois Geller, a partner with New York-based catalog and marketing consultancy Mason & Geller, says, “An exclusive product is always a good idea, but most catalogs don’t have them. They have me-too products. In that case, a best-selling product is the best choice.”