The Catamount Group

Hotlists—New and Updated Files on the Market
June 22, 2010

Find the latest lists to test—complete with names, descriptions, counts, prices and list managers'/owners' contact information—with this biweekly online feature from Target Marketing.

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

List Roundtable: How can direct marketers boost their list rental revenue?
September 1, 2006

John Papalia, president/CEO, Statlistics The biggest key to list rental revenue growth is managing all your opportunities. Are you developing out-of-market business with tiered pricing strategies? Are you using all available database opportunities, both public and private? Are you promoting your file … using a comprehensive marketing plan specifically tailored to your list(s) and market? Is your file represented at the major industry trade shows, and are meetings being booked at these shows to obtain new business? Further analysis of your file would include selections. Are there additional selects that could be added through data enhancements? For example, small businesses are a growing area. Do you

TM0106_Market Focus
January 1, 2006

Dieters: The Skinny on Weight Conscious Consumers Irene Cherkassky No pun intended, but weight loss is a big concern throughout the United States. According to the Centers for Disease Control and Prevention, as many as 30 percent of Americans 20 years of age and older—some 60 million people—are obese. The percentage of overweight young people also has increased exponentially, tripling since 1980. Currently, 16 percent of teens aged 6 to 19 years are considered overweight. And, since being overweight or obese can lead to serious health problems, many Americans now actively are fighting the battle of the bulge. The Scope of the

List Roundtable
June 1, 2005

Edited by Irene Cherkassky What information does a mailer need to share with a broker? Amy Benicewicz, vice president, The Catamount Group It's important to divulge all of the information that will enable your broker to use their industry expertise, networking and negotiating skills to best serve you. Here are the most important pieces of information for you to share with your broker:

List View: The Bottom Line on Commissions
November 1, 2004

In the beginning of the list business, a broker offered his list acquisition services to a mailer, who replied with the question, “And what shall I pay you for this?” The broker answered, “20 percent.” And it was so. The broker also offered to manage a list for the same 20 percent, and it was so. Then a list professional offered to do only list management, and to get the business he or she offered to do the same services for 10 percent. And it was so. The years passed and the list business grew. Supply and demand shifted as more list companies opened

Insert Media Buying Guide: Get a Strong Insert Media Prospecting Program
September 1, 2004

Insider tips for successfully testing insert media—and expanding your usage W ith it looking more and more likely that postal reform might not get passed before this session of Congress ends, the threat of a double-digit postal rate increase hangs over the direct marketing industry. Historically, postage hikes have spurred direct marketers to trade some direct mail circulation for insert media program tests. But postal woes isn’t the only reason for the increased interest in insert media options: With list universes down from where they used to be and merge/purge rates at an all-time high, many direct marketers have added insert media to their

Where Has All the Service Gone?
March 1, 2003

By Tina MacNicholl I know I'm not alone here. You call a list manager for information. You leave a voice mail. Hopefully, they call you back. More than likely, they don't, and you have to call them again and again until you finally get a hold of someone who has to call you back with information—which scares you to death because you are sure you will never hear from them again. Whether it's regarding order receipt, shipping or counts, brokers are at the mercy of management divisions around the world. And there stands my plea: If managers and customer service folks could just