There’s Beauty in Remnant Space
DermaPlus, an online marketer of genetically engineered skin-rejuvenation cream, has built up a customer base of about 6,000 primarily through direct response space, search and public relations.
With a budget of about $40,000 per month, the Sedona, AZ firm has been running remnant ads in such magazines as Vogue, Family Circle, Bon Appetit, Martha Stewart Living, Glamour, Cosmopolitan, city magazines in Dallas and Houston, and custom publications from Amtrak, Continental Airlines, United Airlines and USAir, said president Bert Ensley.
The customers are mostly upscale women age 45 and older, he said. Lorenzo DeLuca, Ensley’s business partner, made all the magazine selections. Ensley didn’t disclose how each magazine performed specifically, but noted that some, like Cosmopolitan and Glamour, were not the top producers.
