Five Ways to Make List Selects Work Harder for You

Mike Hayden, senior vice president, brokerage, at list company Millard Group, Peterborough N.H., explains why the current sourcing problem with Internet buyers vs. catalog buyers developed: “Because of the responsiveness of the Internet, there’s been a lot of confusion recently in reading results in catalog data. The Internet now accounts for 40 to 50 percent of order placements for many catalogers. And keycode information accuracy has not kept pace in many cases, so mailers have lost track of their matchback information.”