Catalog Co-ops Come of Age

Catalog co-ops have been around for more than a decade. But only recently have some reached the size and scope needed to become a substantial piece of your prospecting plan—making many catalogers more apt to ramp up usage of this alternative source of lists.

“There’s certainly been a greater receptivity to the concept of co-op databases,” confirms Lynn Wunderman, president/CEO of the I-Behavior catalog co-op. “It’s a more challenging environment [today]. Mailers are getting more stringent about outside list usage.”