Co-op Databases
Alchemy? Salvation? Or are catalogs simply sitting around in each other’s bath water?
Tony White counters this argument by noting that with 1,100 catalogs and transactional data on 88 million households out of the 100+ million households in the United States, he is effectively reaching every family with disposable income worth reaching. White says:
Basically, the number of names and addresses doesn’t change; it’s the freshness of the data that is key.
- Companies:
- Abacus
- Mal Dunn Associates
- McIntyre Direct
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
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