Co-op Databases
Alchemy? Salvation? Or are catalogs simply sitting around in each other’s bath water?
The granddaddy of cooperative databases is Abacus, dreamed up by Tony White, a native of Ireland and veteran of NDL, who opened his doors in 1989.
The concept:
I knew there was a lot of waste out there—catalogers spending a lot of money on mailings to people who had no intention of buying. I believed that if I could bring a majority of the large players together and share transactional information, a perfect picture could be created.
- 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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