Tales From the Crypt

Searching for clues
Big, bulky merge/purge output reports contain a wealth of information that helps list-media planners and brokers evaluate a campaign before it goes in the mail.

“I immediately look for lists that show a high percentage of single-buyers,” says Amy Houke, director of list and print media services for DMW Worldwide. “Prospect lists that contain a large percentage of names that don’t also appear on other prospect lists could mean the list will not perform well. It could mean the list is not up to date. More likely, the list contains names of people who simply aren’t good prospects.”