Mal Dunn Associates

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: Real Estate Agents
April 1, 2007

Looking for a large market that purchases a wide variety of products and services and influences other prospective customers on a daily basis? Try real estate agents. According to Mal Dunn Associates, a list management and brokerage firm based in Brewster, N.Y., there are more than 1.3 million realtors in the United States, 60,000 of which specialize in commercial realty. (The term realtor identifies a real estate professional who is a member of the National Association of Realtors; if you include all real estate licensees, the number jumps to 2.6 million.) While real estate agents are buying and selling property, they’re also buying products

Market Focus - Graphic Designers
November 1, 2005

By Irene Cherkassky In direct marketing, it's always important to have creative that stands out and makes an impact. Stunning creative may be even more imperative when you're reaching out to graphic designers. After all, these folks are paid to know and create good design. Rich Media According to Rick Grefé, executive director for the New York City-based American Institute of Graphic Arts (AIGA), the professional association for design, there are "160,000 graphic designers of the kind we normally consider fully qualified." And approximately another 320,000 have engaged in some aspect of graphic design at a more amateur level, according to the organization.

Market Focus: Gays and Lesbians
December 1, 2004

A Valuable Consumer Niche Diversity defines today’s social landscape. More than ever we are aware of our neighbors’ multicultural and multifaceted lifestyles. And as marketers, you have a far better understanding of the value of reaching out to niche groups. For more than a decade, gay and lesbian consumers have gained importance as a valuable market, one that boasts brand loyalty and commands impressive buying power. Luckily, direct marketing is one of the best ways to connect with this diverse group, offering both the personalization and privacy that appeal to this niche customer base. The Potential Getting an accurate measure of the size of

Market Focus: Tweens
January 1, 2004

The Between Market To be a “tween” is to be part child and part teen. This is an adventurous and often challenging time for pre-adolescents who are becoming more self-aware and starting to reach for more independence. But it’s important to remember that the word tween is a marketing term used to help define this audience, explains Kristen Harmeling, partner, Yankelovich Youth MONITOR/Yankelovich MONITOR, a New York marketing consultancy specializing in lifestyle trends and customer-targeting solutions. You won’t find tween listed as a developmental stage, says Harmeling. As such, one marketer’s definition of a tween can differ slightly from another’s. For example, Harmeling offers,

The General Contractor
December 1, 2003

By Alicia Orr Suman If you want to reach a general contractor, chances are you won't find him in his office. In all likelihood, he's working out of his truck. That's the busy nature of the business—especially right now; home construction is at its highest level in 17 years, according to an article titled "Building the Perfect Career" in The Philadelphia Inquirer in October. The recent home-building and home-remodeling boom means general contractors are making money. It also means they're spending a good deal—on items from tools and equipment, lumber, and other supplies to office products and computers. To sell to this market,

Anthrax--Sleeping With the Enemy
January 1, 2002

How are direct marketers coping? by Denny Hatch, Contributing Editor On November 22, 1963, Consumer Reports circulation director Paul Goldberg was having lunch at the Pierre hotel in New York with two of his counterparts in the business when the maitre d' came over to say that the President of the United States had been shot. "Oh, my God!" said the woman on Goldberg's right. "Oh, my God!," said the woman on Goldberg's left. "Oh, my mail!" said Goldberg. It's a given: A major catastrophe will clobber results as Americans spend an inordinate number of additional hours watching events unfold on television while mail,

Lists Golfers May Be Hole-in-One Targets (862 words)
July 1, 2001

By Kate Mason Imagine a typical American golfer. Do you picture an older gentleman playing a pristine, private course, donning plaid pants, while deepening his perpetual, George Hamilton-inspired tan? If so, think again. Who They Are Perhaps surprisingly, the average age of the some 26.4 million U.S. golf enthusiasts is 39 years, and 75 percent of active golfers play on public, not private, courses. "There is a perception that golf has been a game for older, retired men," says Judy Thompson, director of media relations, National Golf Foundation. "But while the typical golfer is male, the average age has been fairly young

First-time parents make terrific prospects (875 words)
May 1, 2001

By Donna Loyle Each year, 4 million new babies are born in the United States—40 percent to first-time parents. And new parents have a need to buy, well, just about everything for their infants. A new mother is, in essence, a new consumer, says Steve Kantor, publisher of New Parent magazine. "Having a baby is one of the biggest, if not the biggest, lifestage event. As such, new mothers are open to new products that can enhance their lives and their babies' lives." As in any primary life change, new parents are in a prime buying mode. In addition to the predictable products—baby