Top brokers describe today’s challenging catalog list market

Maylander: The New Movers/Chadds market still has been successful, especially on new publications, such as Real Simple and Lucky. And, the Internet Buyers at Postal Address has been a new category, but we can’t say it isn’t obvious.

Mickolajczyk: Product selections and lifestyle enhancements can be useful. If the mailer has additional response-driven tools to use in conjunction with these selects, such as ZIP tapes, they can open up new list areas that otherwise were unusable. Additionally, I’m a big advocate of going deeper into successful lists, and not just limiting usage to the most recent “hotline” segments. Older names still can be valid buyers, depending on the market, with the added bonus that they’re not being mailed to as heavily as the hotline names are.