My brother owns a business (in Texas), and recently offered some advertising space for what seemed like a reasonable price. He turned to me for a second opinion, and here is why i said HECK NO:
The magazine offered NO data about distribution or readers(or anything). would not even say how many (roughly)magazines the add would be printed in. Seemed oddly vague, like they expected us to throw money at this idea and hope for the best, which imo, means throw away money.
Business owners are often targeted by advertising sales, and if you 'bought' a targeted list, was this same list resold to people selling a similar product? Then your 1% return rate gets reduced even further.