Co-op Databases
Alchemy? Salvation? Or are catalogs simply sitting around in each other’s bath water?
Alice Zea, of AZ List Marketing, disagrees. Her stand is that co-op databases have a negative effect on brokerage revenue, although it cannot be precisely measured. Chris Lynde of Direct Marketing Technology points out that Zero24 makes the deal more palatable to members by charging $60/M and then paying a royalty of $30/M to all members whose names are used.
- 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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