Market Focus?Dog Lovers (311 words)
Beyond treats, pet supplies and magazines, these files still house vast opportunities for marketers.
Linda Chuntz, senior account executive at 21st Century Marketing, says, "We find that a lot of the pet lovers are interested in family issues, and many of the older people are very generous to fund-raisers."
Fund-raisers from the ASPCA to the National Wildlife Foundation are targeting pet files with ferocity.
Mack says that continuations on tests are about 70 percent. "One of the most popular selects we offer is animal welfare contributor," says Liebau-Drennan.
"Our pet lists attract a number of photo-finishers," says Chuntz, "because people love to take pictures of their pets."
It's true. According to the American Pet Association, 41 percent of pet owners show their pet's picture in their home, and 17 percent keep a picture in their wallet.
"They do well with gardening and nature-related products," says Ellen East, business development manager at Lifestyle Change Communications.
"Also," reports East, "our cat files, for some reason, work really well for the Doubleday Mystery Book Club." A mystery indeed—sometimes it's just best to let ... well, you know.