Lisa A. Yorgey Lists

by Lisa A. Yorgey Lists are harder to find outside the United States. Not only are there fewer lists, but the universe of names is smaller and more expensive to rent. As such, direct marketers should consider other media to complement their overseas direct mail efforts. One reason for the lagging international list market has been the lack of subscription lists. In Japan and parts of Europe and Latin America magazines are primarily sold on newsstands. Here's a look at some of the media options worldwide. • Beyond direct mail, space advertising is clearly the number one choice, says Nigel Rowe, managing director

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