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

Other list professionals also see an upswing in list negotiations. Dennis Bissig, group vice president/brokerage, Mokrynski & Associates, says: “There are a few exceptions, but overall, more owners are dealing these days, and more so than they would have even a few months ago.”

The reason: simple economics. As a list manager wanting to rent a catalog client’s list to other mailers, Mayhew says, “We need that mailer to succeed. And to cost effectively mail many prospect lists in today’s competitive market, catalogers must have certain concessions made.”