David Waldman

By Hallie Mummert At last year's List Vision, an annual one-day seminar on list marketing held by the Direct Marketing Association, the underlying message of the keynote address was clear: The maturing of the list-rental market has brought the industry to a difficult juncture that requires marketers to do more than pay lip service to list analysis. Today's successful direct marketing company—and the list broker advising it—has to overcome shrinking universes, the over-mailing of multi-buyers, fewer available lists due to company mergers and the growing number of sliced-and-diced masterfiles to find the names that will perform. According to keynote panelist Don Mokrynski, founder and

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