Wanted: Fresh Names

According to Howard Kupfer, senior vice president of Mokrynski & Associates, located in Hackensack, NJ, catalogers “fall into the rut of using the same selects all the time” and then abandon lists when response starts to tail off.

A better way to approach the lists you use is to explore new selects, modeling and other optimization programs to squeeze more response out of the files that have worked for you, Kupfer explains.