Using Alternative Media to Build a List

In addition to space ads, Design Toscano does some package inserts and is exploring card decks for the gardening market. In general, however, space ads for a higher demographic are more successful.

“Go where your target audience will be,” says Lois Geller. “If your target audience is going to open Val-Pak, that’s a place you might want to consider. Free catalogs in a co-op mailing usually do OK if you’re hitting the right target market.”