Lists: Maximum Help From Limited Resources

Catalogers also need to rely on the experience of the list firms they choose to work with for information beyond list counts. Different list firms and list professionals often have very specific areas of expertise. So, if you’re marketing to a niche, determine who’s an expert in that field.

The need to service clients more fully with less compensation applies to co-op database companies as well. “We and our clients must now work harder than ever,” says Stacey Hawes, senior vice president of account management and business development for Abacus, which administers the industry’s largest co-op database of more than 1,600 participants. “We spend more time partnering with our clients so we can fully understand their businesses. We now offer full-service solutions to meet all of their direct marketing needs.”