Co-op Databases
Alchemy? Salvation? Or are catalogs simply sitting around in each other’s bath water?
White says nonsense. “We get rewarded by delivering great value to our members.” Nonsense or not, in June Abacus and DoubleClick Inc., the database-driven online advertising network, announced a merger transaction valued at $1 billion.
The Future: Beyond Catalogs?
Since cooperative databases work for catalogers, why not in other areas of direct marketing?
- 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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