Top brokers describe today’s challenging catalog list market

Catalog Success: Have any new lists come on the market in the past year that have had a major impact?

Belardi: Probably the best new list in recent memory came from Pottery Barn Kids. Also, a whole category of new lists that opened up recently is Internet buyers at postal addresses.

Bogner: The continued success and development of the Z-24 product from Experian has had the major impact on the catalog list industry. It has essentially created something from nothing. It gives catalogers a whole other dimension in which to test prospect names.