Abacus Alliance Opened to Centrobe Clients
Abacus Direct and Centrobe, the enterprise customer management division of EDS E.Solutions, have teamed to offer Centrobe’s publishing clients access to the Abacus Alliance, Abacus Direct’s cooperative catalog database.
The deal will allow Centrobe to offer acquisition, retention and reactivation programs to its publishing clients, the company said. Participating magazine and newsletter companies will be able to add subscriber names, addresses, purchase, source and renewal data to the 88-million name Abacus Alliance. In return, they will have access to the Alliance, and will be able to take advantage of prospecting, modeling and renewal services.
With sweepstakes-sold subscriptions becoming an increasingly unreliable magazine buyer source, the agreement opens up numerous modeling and reader reactivation programs, such as keying targeted offers to lapsed subscribers based on related-product purchase behavior. “Publishers are looking for more outlets-there are fewer names and more options,” said Centrobe Publications and Association president Nicholas Cuccaro.
The agreement is the second major information-sharing deal for Abacus in the last month: In mid-May the company signed a deal with Acxiom Corp., Conway, AR, that will effectively replace Acxiom’s SmartBase co-op database with the Abacus Alliance.
