Top brokers describe today’s challenging catalog list market

Catalog Success: Are there any not-so-obvious list categories mailers should consider testing now?

Belardi: Certain publishing and compiled lists are being utilized more and more by catalogers. For instance, a file of new homeowners might be appropriate for home catalogers; it’s also a way to avoid those saturated mailboxes since many of the other catalog companies have not caught up yet in the NCOA [National Change of Address file]. Other areas, like the children’s market, are driven by need, and not always by catalog buyer behavior. They can get good response from pre-natal compiled lists, for example. The key to making these lists work is sorting out the good files and knowing what selects and enhancement tools are available.