Using Alternative Media to Build a List

Testing Media Buys

Choosing the right media is at least as important to the success of a space ad as developing the right creative.

Says Beardsley, “If you put the ad into House Beautiful instead of Women’s Day, you qualify it through the readers of the publication.”

From the very beginning, Stopka and Beardsley chose higher-income-demographic publications, which worked well throughout the transition from a niche cataloger to a general-interest one. The company, however, continues to test.