How a Niche Title Grows

Find a Niche ... Then Grow

“The beauty of the business is it has a niche,” Zaremba says of his catalog of Poland-sourced products. There are 9.5 million Americans who claim to be of Polish ancestry as of the last U.S. Census: a built-in pool of prospects, he says.

The challenge for a niche cataloger is reaching those prospects. “Finding good lists was tough several years ago,” recalls Zaremba. “We’d rent lists with very mixed results.” So he started doing his own list research. “We work out a formula of what we’re looking for, and then we go to the broker and say, ‘This is what we want.’” To further refine the prospect pool, Zaremba has the lists enhanced with additional data from the I-Behavior co-op.