Is the Canadian Puzzle Solvable?

Abacus does have 2.6 million multibuyers in its database. “I think, we have a lot of what there is,” Carey said about available direct response data. “But there’s not a lot there. We’ll continue to build our Canadian data over time, but it’s not going to double next year.”

Even Sears Canada, which is among the largest catalog mailers in Canada, only sends 20 percent to 25 percent of its books to prospects; the rest go to its housefile.