Prospecting: Teach an Old Trade New (and Not so New) Tricks

Back-end performance of these customers tends to be comparable to that of other sources. DRTV tends to lift overall response to your other catalog, Internet and retail efforts.

Working: Attention-grabbing space ads. Space advertising still works for catalogers as long as you develop unique, attention-grabbing ads. Take the time to test various headlines, sizes and ad approaches (such as advertorial format vs. traditional direct response ads).