Strategy: Circulation Planning

Cooperative Databases

Co-op databases enhance circ planning and results, and have changed everything. They’ve enabled catalogers to prospect more cost-effectively. The results are better (for at least the top segments) and the cost per thousand prospect names is lower compared to other outside lists (unless, of course, the list is on exchange). Most mailers think co-ops provide names for prospecting purposes (up to 60 percent or more of all prospect names are selected from a co-op database), which of course, they do.