Lifetime Value: Acquisition Costs Across Different Media

Rewards

The rewards of testing new media are too great to justify avoiding the risks. It has become common to find companies that sell more through media they didn’t even use five years ago, than through traditional means.

The Web is certainly the most glamorous of today’s media portfolio, and catalog marketers should test it. But many profitable stories involve marketers succeeding in newspaper, radio, DRTV, card decks and other media, as well.