Catalogers are Turning to the Co-op Databases for Prospecting

While Crutchfield chooses to work directly with the catalog alliances, Michie says, "Our broker has been helpful in letting us know what's new out there in terms of lists, and has done a great deal of work getting mailers to allow their lists to be modeled by the co-ops."

New Ways to Use Co-ops

In addition to providing a huge prospect pool, co-op databases can be a resource for housefile modeling and outside list optimization.