Catalogers are Turning to the Co-op Databases for Prospecting

2. Consider costs vs. results. Prove the financial viability of mailing co-op names through testing. Says Crutchfield's Michie, "In terms of the additional costs of using the alliance data, it's a question of testing. We're constantly keeping an eye on the costs versus returns we're getting."

He recommends that you look at the costs in terms of the response rates you get. "That's the only way to determine if $80/M is too much to pay."