Top brokers describe today’s challenging catalog list market

Mickolajczyk: The greatest challenge in finding prospect lists is the same as it always has been ... finding enough high-quality names at an acceptable price. As catalogers’ costs have accelerated, the acceptable level of performance for prospecting keeps rising, with more and more lists moving to the marginal or unprofitable categories. The game’s the same, it’s just that the costs—and stakes—are higher.