Cover Story: The 2009 Catalog Success 200

The Catalog Success 200 presents a keen way of showing which catalog/multichannel marketers have been on the fast track. It tracks those that have rented out their housefiles in the past two years. There may be others out there, but without the numbers for the market to view, they can’t be charted. Companies highlighted in red are either B-to-B or hybrids.

We received 12-month housefile counts from our data partner, Marketing INFORMATION Network® (mIn), which helps compile and independently verify the data with catalog list owners. mIn independently verifies this data with list owners on a rotating basis throughout the year, per the columns marked “Recent [and ‘Previous’] 12-mth. housefile and month confirmed.” The confirmed dates vary by cataloger, and all are as close to 12-month comparisons as possible. Catalog Success editors accessed mIn’s datacard database system, which consists of thousands of list rental cards.

We whittled down a file of more than 2,800 to 900-plus for further examination, removing compiled files, e-mail-only, Internet-only, non-U.S. and those lists with 12-month housefiles of less than 10,000 names. Eventually, we knocked it down to the 200 with the largest year-over-year housefile growth.

Special thanks to mIn, which serves 3,000 response media brokers in more than 200 list brokerages. Any questions, please contact me at (914) 669-8391 or pmiller@napco.com.

—Paul Miller, Editor-in-Chief

* To view the chart as a PDF, click here or on the CS 200 link in the upper-right corner of this page.