Co-op Databases
Alchemy? Salvation? Or are catalogs simply sitting around in each other’s bath water?
The Disadvantage to All Catalogers
Tony White’s statistic: In a given year, catalogers spend $600 million on list rental, of which Abacus receives about 5 percent, or $30 million. White believes he has the lion’s share of co-op rentals.
But even if catalogers spend 10 percent to 15 percent with the other database, a fat load of outside rental money is still out there for grabs. White claims that massaging data means better and more responsive customers; as a result, many of his members actually report increased list rentals.
- 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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