Today we meet Arlene Baum, vice president of Bush List Co., which was acquired by Atlantic List Co. in February.
Baum has been with Bush for 22 years, brokering lists in the Christian publishing and nonprofit markets. Protestant lists in particular are a growing niche.
"There is a misunderstanding within the 'religious' market that any type of religious person is going to read the same type of publication—and that is not the case," she says, noting it's difficult to get a Catholic or specific nondenominational list to work when targeting Protestant prospects.
During her career, Baum has seen many changes in both the industry and the role of list brokers.
"And social media options are certainly affecting traditional direct mail," she says, although she doesn't think snail mail is down for the count.
"My clients thankfully continue to find that direct mail drives potential customers to their Web sites so it's still one of the main avenues for acquisition and retention," Baum says.
Technical advances have brought other benefits as well.
"We're providing our clients with more detailed reporting in terms of analyzing their response rates and being able to create a higher level of partnership for their direct mail programs," says Baum.
Fifteen years ago, brokers were considered merely order takers, she says. Today, the broker's heightened role includes becoming more involved with aspects of client media planning like selecting print and online media.
"The current times really require the broker to become part of the marketing," Baum says.
In the current economic climate, Baum counsels her clients to stay in the mail even if at reduced levels.
"I simply continue to encourage my direct mailers to cut back incrementally and reasonably if they need to, so there is still a representation of outside prospects," she says.
When not on the job, Baum spends most of her time at home in New Jersey with her husband and daughters, ages 11 and 18. She's also involved in community work.
