Lists: Behavior Matters Most

McIntyre says many marketers are intrigued by the idea of offering their catalogs in venues where their competitors are not found. Her advice: Go where the action is. For example, if you have a line of merchandise for senior citizens, try a small space ad in Yankee to offer a catalog. And look into hiring a catalog consultant or freelance media planner to bring some new thinking into your organization. And push your list broker just as hard as you push the Abacus programmers.