Old Sidebar - Marketing Your List

So, let's say you're putting a list on the market, and you don't want the hassle of an in-house management operation. How do you find the right list manager who will guarantee you the most number of returns?

To answer that, Silverman, along with Linda Huntoon, executive vice president, the SpeciaLISTS Ltd., and Robin Neal, vice president, media, at Book-of-the-Month Club, unveiled an evaluation sheet for screening new list managers (Fig. 1) and a list of questions (Fig. 2, see p. 100). By using these charts of questions as a starting point, a company can decide which list manager is right for its business.