Industry Eye: Prospecting - Paul Fredrick, GreatSkin, Zappos

Magazine Space Ads Grab New Names for Paul Fredrick
Response to magazine space ads has never been as strong or reliable as more traditional direct marketing tactics, such as bulk catalog mailings. But men’s apparel marketer Paul Fredrick MenStyle has made a steady commitment to space ads since the early 2000s because it found a way. “It’s a long-term strategic commitment,” says Executive Vice President and COO Allen Abbott. The company, which is spending considerably more on space ads during the second half of this year, typically takes out one-third-page ads in men’s magazines.