Co-op Databases
Alchemy? Salvation? Or are catalogs simply sitting around in each other’s bath water?
Co-ops: Advantages to the Cataloger
• Precisely targeted names based on your individual model, which eliminates waste.
• Cheaper than renting outside names, which means you can spend less money or reach more people for the same money. For example, the base cost for names is $60/M versus as much as $100/M or more for outside names with equivalent selects and presumably far less targeting precision.
- 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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