A Synergistic Approach

Minix continues, “After all of the modeling and selecting only the best names, we mail a million names a year from the subscriber file, out of the total 16 million pool [of both databases].”

Of course, adds Minix, everyone knows that magazine readers are not necessarily catalog buyers. “Here at Country Store, we’re fortunate to have that resource to go to. But to make the magazine lists effective, we have to model them using additional data from the catalog co-ops. That’s the only way we can make the magazine subscriber lists work effectively.”