After managing its customer files in house for 28 years, Meredith Corp., New York, has chosen American List Counsel (ALC) Inc. to manage its lists of 60 million subscribers and product buyers. The appointment takes effect April 2.
The subscriber files include popular titles Better Homes and Gardens (6 million), Ladies Home Journal (3 million), Traditional Home (460,000), Country Home (750,000), Golf for Women (250,000) and Midwest Living (600,000). The properties also include the Meredith database of 25 million unduplicated records.
ALC, Princeton, NJ, plans to create new lists and products by aggregating the data a variety of ways including sweeping both horizontally and vertically through the files. Tiered pricing will be instituted to incentivize new markets and mailers and new segments and modeling opportunities will be available, Fran Green, executive vice president of ALC, said yesterday.
“We’re taking a fresh look at everything,” Green said. “Meredith has a wonderful legacy of terrific properties and usage. Our charter is to enhance that not to change it.”
ALC has created a dedicated team to work with Meredith’s in-house staff to support the account.
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