Using Alternative Media to Build a List

“In the case of Design Toscano, we look at which media are strong for this particular category right now,” says Nancy Beardsley. “Those things change—what’s good this year is not necessarily good next year.”

She says that the magazine’s circulation and kind of editorial are not as important as its response component: “In Mike’s case, when he started, he had a hot product in the gargoyles. But if we had to choose between a good shelter title that draws strong response or a magazine that happens to be about gargoyles, we would have opted for the first one.”