Millard Group Inc.
After a decade-long acquisitions spree that included Direct Media, Millard Group, Edith Roman Associates, Mokrynski Direct and YesMail, InfoGroup is launching an initiative to turn what CEO Bill Fairfield describes as a "loose confederation of 31 business units" that "caused operational inefficiencies and confusion in the marketplace" into a more unified portfolio of data-driven products and services under the InfoGroup brand umbrella.
Sure, we all like food. We all enjoy a Sunday pancake breakfast or a glass of red wine with a bit of chocolate. But foodies are a whole class unto themselves. They can tell you what grade of syrup is on those pancakes (preferably grade B), and they know what region the wine came from.
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
What makes collectibles buyers so appealing to direct marketers is that they purchase myriad other products besides collectibles, including display cases, insurance, restoration services, alarm systems and software. And they spend money traveling to shows and events. Collecting clubs buy event planning and Web hosting services, printing, and custom logo products. The list is long and varied. Indeed, money spent on the collectible itself is only one tributary of the money stream that constitutes this market. The collectibles arena covers a wide breadth of consumers and dealers, and an equally broad selection of merchandise. A quick search on the Google Directory reveals 51 categories of
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
Nailing Down a Niche Thinking small can generate big results. At least, that’s what some marketers are finding when it comes to the woodworking hobbyist market in the United States. A survey conducted by National Family Opinion on behalf of Wood magazine found that approximately 5.5 million Americans actively participate in woodworking as a hobby, says Mark Hagen, the magazine’s publisher. That’s a relatively minute segment of the population but, in the case of woodworkers, it’s not the market size that counts—it’s the demographics. The typical amateur woodworker is male, 50 to 55 years old, educated, married and a homeowner, says Lawanna
Each spring, millions of Americans head outdoors to turn over the soil and plant gardens. Approximately 79 percent of all U.S. households participate in one or more types of gardening, according to a 2002 survey conducted by the National Gardening Association on behalf of the Mailorder Gardening Association (MGA). What’s more, these 85 million households spent an average of $466 on their lawns and gardens in 2002 for a total of $39.6 billion. The typical gardener is a home-owner between the ages of 45 and 65, who cares about the appearance of his or her home and property and enjoys spending time outdoors. How
By Kendra Clayton I'm certain you've heard the expression, " ... like a fine wine," referring to something rare and extraordinary. But what, exactly, determines a fine wine? First, there's color and clarity. Second, a fine wine's aroma is scintillating and rich. Third comes the much-anticipated taste. It must be savored for the full body to come forth; a perfect balance of fruit, alcohol and acidity. This process, used to determine a wine's worth, can be broadly applied across the market of its connoisseurs as well. Oenophiles, or wine connoisseurs, are a rare breed, made all the more difficult to hone in on
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.
Sell 'Em Lock, Stock and Barrel By Lisa Yorgey Lester Hunting is an American tradition shared by the young and old, rich and poor. It has no geographic boundaries and crosses all racial and ethnic groups, according to Economic Importance of Hunting in America, a 2001 report conducted on behalf of the International Association of Fish and Wildlife Agencies (IAFWA). Demographics, however, do point to a decidedly male market. Of the more than 15 million active hunting participants in the United States, 88.2 percent are male. While hunters come from all walks of life, their demographics might vary slightly according to the type of