Co-op Databases
Alchemy? Salvation? Or are catalogs simply sitting around in each other’s bath water?
White had a hard time convincing catalogers of the concept until 1995 when prices of postage and paper rose dramatically. That year, catalogers realized they had to do something, whereupon his business took off.
In the 1990s, two other co-op databases were born: Experian’s Zero24 and Acxiom’s SmartBase, which is in the process of being folded into Abacus.
- 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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