Top brokers describe today’s challenging catalog list market

Also, catalogers should consider testing subscriber files in complementary categories. A good example of this strategy is how several food mailers are using various business-to-busines files we manage.

Catalog Success: What about new/improved enhancements, models or other tools mailers should use?

Belardi: The co-op databases always are something catalog mailers should consider. Experian’s Z-24 has offered its RFM-Plus product as a way to tap into hotline catalog buyers that you can’t yet access through traditional list rentals. Their Circbase database allows catalogs to target true catalog buyers from publishing files, with the overlay of actual transactional catalog buyer behavior.