Geerlings & Wade has named Direct Media Inc. to manage its buyers’ file. The appointment took effect March 1.
Geerlings & Wade, a direct mail and online marketer of fine wines in the United States, has available 96,913 12-month buyers, 67,137 six-month buyers, 49,137 three-month buyers and a 22,620 December 2001 hotline. The source of the file is 80% direct mail, 20% online. The company sells its products through its catalog and Web site.
Buyers are average age 53 with incomes of about $100,000. Some 90% are college graduates and 90% are homeowners with interests in travel, investments and cultural events. Shoppers are 75% male, 22% female that spend an average $130 per order.
The file was previously managed by ClientLogic, Specialists Marketing Services in Weehawken, NJ.
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