How to Prospect More Effectively

All lists available for rental will fall into one of these categories: direct-response buyer lists, (e.g., catalog buyers); subscriber lists (e.g., magazines, newsletters); and compiled lists. The cooperative databases (e.g., Abacus, I-Behavior, Z-24, Prefer Network) are direct-response catalog-buyer lists. Naturally, these types of lists tend to work best for catalogers. (For more, see “Catalog Co-ops Come of Age,” page 25.) But subscriber and compiled lists also can work for your offer. They can represent a source of new names to help you expand your prospecting universe.