Kayaking, Partying & Profits

“It takes any new cataloger three to five years to become profitable,” says Mike Hayden, president of co-op database ALEXA Marketing and former senior vice president of brokerage for the Millard Group, After 5’s list manager. “You have to build up your housefile to supplement mailings. He may have over-mailed a bit in spring and could’ve mailed more during holiday.”