Netting New Names in Lean Times

CS: How would you recommend prospecting “wider,” as you say?
Brown: Run product ads in genre-specific publications to attract the exact customer for your catalog. Pick items that are unusual with a high perceived value, but a low retail one. Even though the CPM will be higher than in a general-interest publication, you’ll get a more qualified customer. Offer a free catalog with every order; it’s a good value-added conception.