10 Ways to Put More Zing in Your Prospecting With Alternative Media

One of cataloging’s hottest buzz phrases this past year has been alternative media. List brokers hate the trend, but most savvy catalogers are not only embracing alternative media, they are having enough success with it to build on.

Historically catalogers have relied on list rentals to build their customer files. And it worked. Lists proved to be productive and had excellent persistency or lifetime value over time. So why complain or switch from something that’s working? The answer is an economic one. The winning lists of yesteryear are just not responding as well as they did in the past.