Brookstone Looks For Stability With Single List Source

Next is the known universe. Brookstone no longer has surprises due to merge nets, August said. The known universe of names provides the company consistent year-over-year planning, 0- to 12-month mail order respondents and 100 percent modeled multibuyers.

Predictable Performance

As for predictable performance, Brookstone has a minimum performance targeted for a name. And if a name doesn’t meet that minimum, “We won’t take it,” August said. Generally, the company sets the performance by decile for planning at 20 percent or greater ROI.