Blair Barondes

Many B-to-B mailers prefer to use cooperative databases for mailing lists because they offer the advantages of just-in-time inventory, cost savings, strong selectability and results, and elimination of merge/purge time and costs. However, as Blair Barondes, executive vice president of White Plains, N.Y.-based list brokerage and management firm MeritDirect, points out in his whitepaper, Thinking Outside the Database: How to Test Lists Sourced From a Cooperative Database vs. Traditional Sources, sometimes there’s a need to use a list from outside the co-op.

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