List Rentals: What’s Negotiable? What’s Not?

Says Bissig, “A year ago, we had to work harder to get those breaks. Now, as long as we can express it and demonstrate it to the list owner, we usually can get it.” He believes owners and managers recognize that in this market, if they don’t give a deal, they may not get the order.

The broker and manager generally are the ones handling the negotiation, with input from the list owner and mailer. To make deals work, Huntoon says, the broker has to become more involved in the circulation mail plan of the mailer.