List Rentals: What’s Negotiable? What’s Not?

Beyond Price: Promotions

The days are pretty much gone when list rental would be denied to a cataloger making a promotional offer, asserts Huntoon, a 20-year veteran of the list brokerage business. “To try to rent a list for a mailer doing a highly promotional mailing used to be heavily frowned upon,” she recalls. “Any promotional vehicles used by a cataloger had to be seen in hard copy and heavily negotiated for approval.”