Using Alternative Media to Build a List

“We work with Paula Young Wigs,” she says. “There we’d look for age qualification and geographical consideration, and other formats work. Although they have a healthy cost-per-order, we’re trying to keep costs down.”

Timing Orders Right

Because alternative media such as space ads turns catalog buying into a two-step process, timing the ads right becomes essential—especially for a catalog like Design Toscano that has two seasons: the outdoor garden season and the gift-giving season.