Print-Plus: Climbing Out of the Foxhole

There’s a cost associated with acquiring new buyers, however. How much you’re willing to pay depends on what you can spend, how fast you want to grow and the lifetime values of the buyers acquired.

Cooperative Database Performance
As you increase prospecting, don’t pull out of any cooperative database in favor of another. When catalogers decide which cooperative databases to keep using and which to drop, they use many factors. But how does this affect models and prospecting overall within the cooperative databases?
The problem is that not every cataloger pulls out of the same databases. Even within the same product category, certain co-ops work well for some catalogers but not others. But the names shared by all are still necessary for an effective model that supplies the best prospects. In essence, on top of everyone’s 12-month buyer counts decreasing and straight list rentals performing worse, co-op databases also are being weakened by companies that withdraw from them. To keep prospect names at their highest levels, all catalogers should stay in the co-ops they’ve been using.