American List Counsel (ALC)

The Top 50 Mailers
September 1, 2009

What a difference a year makes. With the U.S. Postal Service reporting mail volume on the decline to the tune of billions of pieces, it comes as no surprise that the 2009 Top 50 Mailers list is greatly changed from its 2008 counterpart.

Long Live Direct Mail
September 1, 2009

Exaggerated predictions of direct mail's demise have come up again, the typical knee-jerk reaction to some harsh realities: Standard mail volume continues to shrink, for a total drop of 12 billion pieces so far this USPS fiscal year; direct mail spend is contracting while e-mail spend increases; and consumers' environmental concerns continue to pressure marketers to evaluate their media choices carefully.

ALC Acquires the MKTG List Management Division
January 28, 2008

PRINCETON, NJ –January 25, 2008 – ALC announced today that it has acquired the List Management Division of MKTG Services. As of Monday, January 28, all list and data properties formerly managed by MKTG will be available through ALC Data Management. “We’re all very excited about this acquisition,” said ALC Chairman and CEO, Donn Rappaport. The latest in a series of strategic acquisitions, MKTG represents a dynamic portfolio of high caliber marketers. “We believe that each of the MKTG clients we bring over will benefit greatly from our aggressive, innovative approach to maximizing the value of their marketing data,” he stated. “Our state-of-the-art sales, marketing,

Go Beyond the Datacard
November 14, 2007

Whether publishing a magazine, marketing a product or operating a nonprofit organization, successful direct marketers all share one thing in common: a base of multisourced customers. Add them together and you have an incredibly large and robust universe to draw from. Why then do so many marketers find it difficult to profitably acquire new customers from outside lists, particularly from outside their own market category? Simply put, they don’t dig deep enough. One glance at a datacard and many a good list gets passed over. But in today’s data-driven world, marketers have more information at hand than can fit on a datacard. And too

Lists to Test
November 1, 2007

The following is a sample of lists available to reach this market: American Association of Individual Investors: 140,705 active paid members of an association that provides tools, data and guidance on investing. Price: $195/M. Call: MSI List Marketing, (847) 934-1111. InvestorsInsight Publishing: 156,742 six-month hotline names from this publisher of financial news products. Price: $135/M. Call: Teramedia, (407) 420-1108. Morningstar Dividend Investor: More than 12,123 subscribers who’ve paid up to $109 for a subscription to this monthly newsletter. Price: $155/M. Call Worldata, (561) 393-8200. The Kiplinger Letter: 123,891 subscribers to this weekly business outlook newsletter. Price: $150/M. Call: American List Counsel, (914) 524-5263. The Independent Adviser for

Market Focus: Individual Investors
November 1, 2007

More than 90 million Americans own shares of stock either as individual investments or through mutual funds, according to the New York Stock Exchange. And many more Americans participate in the stock market through retirement funds, insurance companies and other investment vehicles. But many marketers, no doubt, want to reach only a fraction of that…

The Top 50 Mailers
September 1, 2007

When Target Marketing published last September our first Top 50 listing of direct mail users by estimated volume, we wondered what the file might look like a year later. Would media budgets and circulation plans have changed so greatly that they had a significant effect on who made the Top 50 in 2007? The numbers are in and the answer is “Yes!”

TM0907_Cover/chart
September 1, 2007

The full list of 2007’s Top 50 Mailers (excludes catalogers) Company Sales/Revenue Industry List Manager(s) (in millions) Citigroup $146,558 Financial Does not rent Bank of America $117,017 Financial Does not rent JP Morgan Chase $99,845 Financial Does not rent 4 Sprint/Nextel $41,028 Telecommunications Does not rent American Express $27,136 Financial/Media Millard Group Washington Mutual $26,454 Financial Does not rent Capital One $15,191 Financial Does not rent Time Inc. $5,846 Media Millard Group/ Belardi-Ostroy Inc. 4 Pitney Bowes Co. $5,730 Business Services MeritDirect Salvation Army $5,300 Nonprofit Does not rent 4 Discover Card Services Inc. $5,000 Financial Does not rent Hearst Magazines $4,550 Media Direct Media International American Red Cross $3,919 Nonprofit The Carol Enters List Co./ American List Counsel The New York Times Company $3,289.9 Media American List Counsel BMG/Columbia House $2,400 Media Specialists Marketing Services/American List Counsel Reader’s Digest Association $2,386.2* Media American List Counsel/ The Catamount Group 4 Scholastic Inc. $2,283.8 Media Specialists Marketing Services/ Millard Group/List Services Corp. Dow Jones & Company $1,783.9 Media American List Counsel Meredith Corp. $1,600 Media American List Counsel/ Millard Group Company Sales/Revenue Industry List Manager(s) (in millions) Memorial Sloan-Kettering Cancer Society $1,623 Nonprofit Direct Media International Conde Nast Publications $1,400 Media Millard

Market Focus: Organics Buyers
May 1, 2007

When you think of people who buy organic foods, do you imagine hippies wearing love beads and living in communes? Think again. This is a well-educated, affluent, health-conscious group that’s willing to spend more for healthier products. “Organic consumers focus on making the best choices for their health and the world,” says Randy Frank Leeds, publisher of Organic Gardening magazine. “They are you and me.” A Healthy Market Organics buyers are a big market that’s growing. The organic food market was worth an estimated $3.6 billion in 2006, more than double the $1.5 billion market of 2001, according to Mintel. “There are 35 million ‘true greens,’

Lists to Test
November 1, 2006

The following is a sampling of lists available to reach this market. Absolute Game Players by Type: 3.4 million game players selectable by game platform, type of games and video system. Price: $85/M. Call: Great Lakes List Management, (800) 964-5478. Computer Gaming World Magazine: 533,677 U.S. subscribers. Price: $150/M. Call: Walter Karl Inc., (845) 620-0700. Game Addicts—Computer Gaming Enthusiasts: 1.2 million individuals who’ve purchased computer games in the past 24 months. Price: $85/M. Call: Geon Media Group, (801) 619-7800. Game Informer Magazine Bind-in Insert Program: A magazine bind-in program with an active monthly circulation of 2 million. Price: $41/M. Call: The Millard Group, (603) 924-9262. GamePro Magazine: 131,824 subscribers