Prescott Bullard

by Cheryl Bagdan Not so long ago, many brokers simply sent out data cards scribbled with a few notes and called it a recommendation. As the 20th century draws to a close, the role of list brokers has evolved into one of a partnership with their mailers. "The biggest change in the role of a successful broker is that they see beyond just [recommending] mailing lists and become a strategic marketing partner," says Prescott Bullard, director of list marketing at Phillips Publishing. But what separated good brokers from the rest in the past still holds true today—some of it is measurable and some

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