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

However, list brokers and managers caution that catalogers should not look to negotiation as merely a cost-saving strategy. “The process of negotiating list cost is, and should be, based purely on the performance of the list in question, not as part of a generic cost-saving campaign waged by the broker,” says Andy Ostroy, chairman and CEO, ALC of New York LLC. Two areas in which list-rental negotiations are taking place more than before include pricing and promotion.