Joann Kropp

Penton, a leading professional information services company, today formally announced that it has formed Penton SmartReach, a division focusing exclusively on the development, management and delivery of targeted data and subscriber information to help direct marketers identify, reach and activate more prospects and generate more effective leads. The database has 16 million business-to-business records, representing 7.8 million unique businesses.

At one point or another, everyone is a new mover. Whether it's striking out on your own from the family home and into that first apartment, or moving up to a single-family residence with your spouse and new baby, or trading in that empty nest for a chic condo in a warmer climate—it's not often that you find a life-stage event that touches so many consumers' lives. Every month—in fact every week—there are new movers packing up boxes in one locale, only to put down roots in another, be it two blocks away or on the other coast of the United States.

Experts encourage marketers to broaden their list horizons. The constant in the direct marketing world is the need to hunt for viable sources of prospecting names. In the early days of this industry, the variety of lists now on the market didn’t exist; list professionals and their clients would have to talk companies—sometimes competitors—into renting or exchanging names. As the number of lists on the market grew, it became a great deal easier for marketers to find quality lists for their offers. Now, average response rates suggest that marketers have tapped out every possible list source. According to a number of

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