Market Focus-Amateur Photographers (958 words)
According to Tony Troiano, sales executive, Mokrynski, "Exposure buyers favor a gallery approach to presenting their treasured photographs. It's your general consumer who enjoys photography and likes to display it in unique ways in their home."
Exposures' list is sought out mostly by fund-raisers, says Troiano—non-profits that support cancer research, public broadcasting, rescue missions.
Troiano says Exposures is used by many children's fund-raisers as well. Toys for Tots, for example, uses it because the average age on the file is 40, and many buyers have children. Plus, he says, the average income is $75,000, and most consumers in this income bracket tend to donate to charities.
Gural also sees fund-raiser usage of the Outdoor Photographer subscriber list—in particular, environmental causes.
"[The individuals] just want to protect the landscape they're photographing," he notes.
The following is a sampling of some lists available to reach this market.
American Photo Magazine: 58,627 active subscribers. Price: $85/M. Call: Direct List Management, (212) 767-6677.
Exposures: 290,000. 18-month catalog buyers of leather-bound picture albums, frames, original portraiture, etc. Price: $95/M. Call: (201) 488-5656.
Outdoor Photographer Magazine: 203,521 active subscribers. Price: $95/M. Call: American List Counsel, (609) 580-2765.
Photo Enthusiasts Online Opt-In E-mail List: 81,535 active subscribers to Royal-Greetings.net, eSweeps.com, and Opt4Cash.com Web sites who have indicated an interest in photography. Price: $160/M. Call: Optin Inc., (561) 498-2422.
PhotoFlex: 74,068 catalog buyers of equipment and accessories for indoor and outdoor photography. Price: $95/M. Call: Name Finders, (415) 955-8595.
Photographers Supply Mail Order Buyers File: 1,089,576 individuals who process their film by mail. Price: $85/M. Call: Act One Lists, (800) 228-5478.
Photographers Workshop: 4,544,024 enthusiasts who take photography workshops and subscribe to one or more photography magazines. Price: $90/M. Call: ALC of New York, (212) 924-1300.
Photoworld Magazine: 15,213 active subscribers. Price: $100/M. Call: Direct Efforts, (845) 735-8425.