Co-op Databases

Standing alone provides little shelter from the rain. Standing together provides the unity to build and strengthen a solid foundation to withstand any storm.
—Direct Marketing Technology’s

Brochure for Zero24

The concept of a cooperative database is at once seductive and scary as hell.

Seductive, because you, the cataloger, can raid the customers of other catalogs who—through sophisticated modeling—are deemed to be your very best prospects. Scary, because all these other catalogers will be raiding your house file under the same parameters.