Spend to Grow

Typically, a few lists or database segments will break even or better. But the universe size from these top-performing lists won’t be large enough to generate the desired number of new buyers required to grow or maintain file sizes. Therefore, to grow your 12-month buyer file other lists and/or database segments that perform below breakeven will need to be part of your circulation plan. It’s simply a fact of life and a part of the cost of doing business today.