The Changing Role of the Broker (545 words)
Clearly, brokers are their mailers' advocates who willingly put in longer hours, attend more conventions and make more on-site sales visits than in the past. If asked, there's very little most brokers won't do! With remunerations for these included in commissions, mailers reap this expertise at no additional cost to their bottom lines.
The brokerage role has changed, due in large part to improved technology coupled with budgetary restrictions. The mailers' prerequisite is a marketing partnership that can be mutually advantageous. As stated by Erin Fink, vice president of marketing at California Cosmetics, "My broker is an essential part of our marketing team. I've dealt with the same individual for over 12 years [who] knows what's good for my business, who my customers are and where to find more of them." Fink adds, "I rely on my broker to find new lists and negotiate the best deals. Direct mail is expensive, so it pays to find an expert who can navigate the [list] market for you."
CHERYL BAGDAN is director of brokerage services at Leon Henry Inc., a Scarsdale, NY, firm offering alternative print media and mailing list brokerage and management services. She can be reached at (914) 723-3176.