A-Listers

List pros' expanded resources are particularly appealing to small to mid-sized catalogers such as Garrett Wade, which aren't large enough to have this specialized help on staff, Segal notes. "List brokers, in principle, should have their fingers more on the pulse of what's going on in the marketplace than I could have as a relatively small mailer," he says. "We don't have a full department of people who are thinking about these issues all the time. That's where a well-rounded list service type of company can be leveraged to our advantage."