Wanted: Fresh Names

Lighthouse Depot recently upgraded the site to sell directly to prospects and customers; those buyers who don’t already get the catalog find a copy with their fulfilled order.

The catalog also found direct- response radio effective. By advertising on Boston-based WBZ, one of the few 50,000-watt, clear-channel stations in the country, the catalog’s radio spots have generated leads from upward of 40 states. Leads are not just lighthouse buffs themselves, but also listeners who know a friend or relative who loves lighthouses.