Today we meet Joy Norman, vice president of business development at A. Caldwell List Co. in Norcross, GA. Her career illustrates how the role of list brokers has changed with the evolution of direct marketing and technology.
Norman got into the list business in 1987 at what’s become known as Experian (formerly Dataman and Metromail), selling compiled data to list brokers. She became a broker herself in 1997 at Response Media Products Inc. Later, she also worked with Direct Marketing Results Inc. and briefly for Acxiom Corp. She joined Caldwell last October.
Norman recalls her start 20 years ago, when most brokerage activity took place in the Northeast and how she felt self-conscious of her Southern accent. However, changes that Norman has experienced in the list business have been much further reaching.
Initially, it was the diversity of clients and market sectors that made postal list brokerage enticing for Norman. Now Internet media and opportunities for brokers to get more involved with ancillary services for clients pique her interest in new ways.
It’s more challenging for brokers to work with e-mail and text messaging lists, and assist clients with data services and list analytics. For companies though
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