Weighing In on the Catalog Co-op Databases '06

"Certainly you have to be willing to test the different databases, and you have to be willing to test different models," says Bob Webb, senior vice president of marketing for multititle cataloger Potpourri Group. "You have to give them a chance to fail or succeed."

Here, we'll lay out for you what individual services or models make each one unique and better suited for different types of mailers.