State of the Co-ops ’07

Vatne observes that over the past couple of years, ALC has witnessed its clients not only increasing the number of names they’re taking out of co-op databases, but they’re also increasing the number of databases in which they participate.

“In the past,” she says, “we might have had clients that participated in Abacus exclusively. Now, she adds, they’re participating in Abacus and testing out four other co-op databases. As mailing costs rise and response rates fall, this has become a more attractive option.