When Prospecting, Try Co-ops!

Prospecting sources abound, said Michelle Farabaugh, partner, LENSER, at the 2005 List Vision conference in New York. They include:

- catalog buyer files;

- magazines;

- enhanced lists;

- compiled lists;

- proprietary in-house sources; and

- co-op database models.

Of these, she says, co-ops tend to perform most consistently. Why? They're more stable in response, and more consistent than outside lists. They identify the best mail-order buyers. The names are net of the housefile. And they're cost-effective.