October 1, 1999
The genesis of a catalog can follow several creative paths. Some catalogs begin as concepts, springing forth full-grown from an entrepreneur’s forehead. Some spin off from retail stores or other catalogs. Others grow organically, often from space ads or a single product offering. Design Toscano took the last approach. For founder Michael Stopka, “alternative media” isn’t really alternative at all; it’s part of a core strategy for finding prospects for a niche market and converting them into loyal buyers. Since placing its first space ad in 1990, Design Toscano has grown its revenues to $25 million per year, its house file of buyers
