Wanted: Fresh Names

Lighthouse Depot also runs space ads in magazines that either show affinity for the catalog’s products or that offer special catalog inquiry sections. Devine charges consumers a fee for catalogs requested through these ad programs as a way to qualify prospects.

In most instances, making a harder offer will depress response, but increase pay-up. However, Devine reports that charging a fee for catalog requests does not hurt response, as “lighthouse buffs will go to lengths to track down information and product offerings.”