When Will Response Rates Recover?

Consider the following: In the first quarter of 2007, 54 percent of circ was devoted to housefile. That percentage swelled to 61 percent in the first quarter of 2008 and 65 percent in this year's first quarter.

Vertical lists appear to be taking a greater hit in response compared to prospecting lists from co-op databases. Of course, co-op databases have the advantages of being able to find households and people who've recently bought, and also to suppress those households that have effectively closed up their wallets.