The 50 Best Tips

— Stephen R. Lett, Lett Direct, Strategy column, “Maximizing Outside List Performance,” February, Catalog Success

LISTS

✱ Traditional lists work best for niche products.

Names modeled from co-op databases don’t work for all catalogers. dELiA*s is atypical of the industry. “We sell to teenagers and co-op lists typically don’t include teenagers. How niched the product might be may mean you’re not able to work with co-ops. It’s a unique problem. None of the co-ops are going to be strong for us.”