Sure Fit: Sitting Pretty

• Ask for added value. When Spiegel runs in a back-of-the-book, direct-response section, these ads usually are provided as added value for being a full-page advertiser.

Cushman’s, a Florida-based fruit cataloger, brings in 60 percent of its new-to-file buyers via space ads, mostly in newspapers. Allen Cushman, president, shared some ideas for creating ads that sell.