Direct Media Inc. has formed an alliance with three other list brokerage firms to market its cooperative business-to-business database.
The BTB Data Warehouse Consortium includes American List Counsel, Paradysz Matera and Integrated Direct Marketing.
The objective is to bring Direct Media’s data warehouse, which has never been available to non-DMI clients, to “a much wider mailer audience,” said Dave Florence, CEO of the Greenwich, CT-based company.
According to Florence, that reach will be extended to financial institution and software companies. Traditional clients have included BTB seminar operators, merchandise catalogers and publishers.
Housed at Axciom, the co-op database contains 900 lists with 122 million gross names. There are 78 million net names available.
Max Bartko, president of Direct Media’s B-to-B unit, said the warehouse allows mailers to select de-duped lists in a “merge-purge envrionment.” He added that “participants will bring clients to the table.”
Donn Rappaport, the CEO of ALC, described the arrangement as a “big deal,” and said that it reflects special cooperation between data-marketing companies.
Rappaport said ALC will contribute data from both its managed and compiled properties.
American List Counsel is a Princeton, NJ-based list management and brokerage company. Paradysz Matera a New York-based brokerage firm.
Integrated Direct Marketing was formed earlier this month by DMI alumnus Chad Slater. (Direct Newsline, Feb. 20). The Stamford, CT, startup will specialize in business-to-business brokerage.
