The Editor’s Take

If you’re going to cut back on catalog circulation, spend that money on TV or radio advertising. Vermont Teddy Bear, for instance, has become quite the household name — in the Northeast, at least — through its aggressive and long-standing radio campaign. If radio or TV aren’t for you, maybe the time’s right to advertise in the emerging social media market. It could prove to be an affordable means of getting your name in front of the masses and you can at least look BIG.