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

• Exchanges. Straight one-for-one exchanges are not the only game in town anymore. “I’ve seen a little more of the two-for-one deals,” Mayhew says. This is where one cataloger’s housefile names are viewed as being of a higher value than another’s names—and an uneven trade is proposed. “It’s not a straight reciprocal relationship,” explains Mayhew.