Using Alternative Media to Build a List

Aside from testing to optimize media buys, Design Toscano is testing ad formats.

“Basically, what you’re looking for is the cheapest way you can get the most out of it,” Beardsley says. “With Toscano, we started with little fractional ads and then we moved up and tested third-pages. Now he uses some pages and BRCs, which is even more aggressive.”