List leaders discuss today's Challenging market (2,023 words)
*Ed Bocknik, director/list management, Direct Media, Inc.(NP)
*Henry M. DiSciullo, executive vice president VentureDirect List Services Group
*Chris Montana, senior vice president, List Management Division, Mokrynski & Associates
*Jeff Moriarty, director of sales & marketing, Cahners Business Lists (NP)
*John Papalia, president/CEO, Statlistics
*Missy Root, vice president/data management, American List Counsel
Target Marketing: How has the economic slowdown impacted your clients' businesses?
Montana: The economic slowdown has impacted the majority of mailers. From discussions with a broad range of traditional and non-traditional mailers alike, the sentiment has been the same: "business is down." Please keep in mind however, that not everyone's business is down; lower ticket mailers, high-ticket niche/specialty mailers and gadget/electronic marketers seem to be holding their own.
DiSciullo: The consumer mailers, such as insurance, sweepstakes and self-improvement, are staying strong. The business mailers have cut back mailing, however, many of them are maintaining profitability.
Moriarty: The business-to-business list rental market as a whole is flat regarding traditional postal revenues versus 2000 (YTD). Companies offering b-to-b related e-lists however, are most likely experiencing growth over 2000. B-to-b permission-based e-lists that offer detailed demographic information (job function, employee size, buying authority) are in great demand, as there are not many lists on the market offering such detailed selects to niche marketers. Overall, the small to medium-sized companies seem to be more aggressive at this time versus the traditionally larger companies regarding e-mail marketing.
Papalia: Our catalog lists sales are flat. Quantities are down and new lists are difficult to find, but we are very aggressively marketing all our products so we are maintaining a modest increase in sales. Everyone is more cautious in what they do. Less money is being put toward research and development, but clients are more willing to try new and different marketing strategies in hope of increasing list rental revenue.