Even Small Changes Impact Figures

Be sure to tell your service bureau before the merge/purge if you'd made changes to your circulation strategy. Recently a catalog client became upset because her company's merge/purge result had changed so dramatically from the history to the current job. After a long conversation, we found out the company had added a new list. She never had rented it before, and it was so dramatically different from the other lists in her plan that the merge/purge results startled both her and us. A single list can make a big difference in the final analysis.