TM0301_Market Focus, Judaica (1,517 words)
Another problem facing mailers is the extraordinarily high duplication rate due to the small population.
"The merge rate is where you get killed," says Sims. "It can be as high as 50 percent."
When you're losing half of your names on merge/purge, it can get pretty expensive.
"We look for net name deals where we can, exchanges where we can, but the dupe rates are very high. It's the Achilles' heel of the Jewish mailer," Sims explains.
High dupe rates have made exchanges popular. Many lists are offered on an exchange-basis only. "Exchanges do seem to be a lot more popular," says Cohen, "because it's far less expensive."
However, the high rate of exchange poses a problem for non-Jewish fund-raisers and merchants looking to tap this market. Without a Jewish overlay on their donor lists, they have little to offer in exchange.
As such, Cohen will at times suggest that her mailers rent subscription lists. "They get a lower response rate, but a higher average gift," she says.
Hamakor Judaica Catalog: 233,000 active accounts. Price: $105/M. Call: R•C Direct, (800) 624-9050.
Movin' and Spendin' Jewish New Movers: 246,000 one-month new movers. Price: $75/M. Call: Adrea Rubin Management, (646) 487-3783.
Giving Americans by Religion: 351,000 donors selected by religion. Price: $68/M. Call: Focus USA, (201) 489-2525.
Maccabi USA/Sports for Israel: 15,000 members/donors. Price: $75/M. Call: AZ Fund Raising, (203) 629-8088, ext. 100.
92nd St Y: 4,900 ticket buyers for Jewish lectures and education in Manhattan. Price: $90/M. Call: MSGi Direct, (215) 968-5020.
The Jewish Source: 1 million buyers and subscribers ethnicated. Price: $95/M. Contact: List Services Corp., (203) 791-4469.