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Overall, the major advantages and disadvantages of building your own lists are:
Pros
• Names are unique to you and aren’t available on rental lists. These names aren’t mailed as frequently and, in theory, are more likely to open the envelope.
• Names may meet criteria not currently found in a published rental list, such as the international subscribers to a publication.
• You may be able to test smaller lists that otherwise would be too costly to rent.
Cons
• Searches largely are limited to public sources. Private sources are available for a fee, but add to the cost of the list build.
• You can miss some groups or segments through too narrow a focus or a lack of information on a particular segment.
• Lists are expensive to build, particularly at the outset before staff become proficient at finding lists and searching for individual information.
Merry Law is president of WorldVu, a publisher of business reference material in international addressing and country information. She can be reached at mlaw@worldvu.com.
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