Top brokers describe today’s challenging catalog list market

Maylander: Many mailers are revisiting the Z-24 database with renewed success, and we’ve delved deeper into reviewing existing databases to target customers through their buying habits.

Mickolajczyk: Catalogers should be making optimum use of the cooperative databases like Abacus and Z-24. The database products have evolved to a point where they’re absolutely necessary components of any cataloger’s mail plans. The names are cost-effective, and most of the models have evolved to be stellar performers. I advise clients to take advantage of these products, pre-merge and post-merge. The Cross-Member modeling that Abacus offers has opened significant universes to many of our clients, by finding usable segments of out-of-category lists that we otherwise could not even consider.