A lot of the western multi-platform gaming (and 'official') magazines ( had 'mail-order' magazine ads in the back pages for various different mail-order or Japanese import sellers. Chips & Bits, Tommo, Game Cave, Die Hard Gamers Club, Game Dude, etc. I never really ordered games from these paid-for ads. But I always liked looking at them, just to see all the Japanese import merch and weird unlicensed third party peripherals. The only one that ever ran third party mail-order ads was Nintendo Power.