State of the Co-ops ’08

Prefer Network/CMS Direct
This past year, CMS Direct’s Prefer Network co-op database has sought ways to lower acquisition costs for mailers through its FreeMAX8 mail file optimization service coupled with promotional history data. In a paradigm shift, Prefer has altered its focus from identifying unique names to providing the overlapping, best-performing names that are commonly promoted across all the co-ops. These names are provided to mailers at no cost.