Co-op Databases
Alchemy? Salvation? Or are catalogs simply sitting around in each other’s bath water?
Disadvantages to the Cataloger
• Competitors can cash in on your acquisition marketing.
• Theoretically, it’s great for smaller catalogers. For example, if you put 500,000 names in the pot and a pipsqueak puts in 5,000, his universe of your names is a lot bigger than your universe of his. At the same time, catalog consultant Susan McIntyre makes the point that big catalogers need the new names of the small fry to keep the file fresh; these names often come in from shallows, reefs and shorelines that the driftnets of the giants can’t reach.
- 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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