* Realtor Magazine
* First Capital Publications
* Oprah Book Club Enthusiasts and MO Buyers
* Gold Violin
* Quest Research Labs
* China’s Wealthiest Investors
* Text-Messaging Service Ties in Keywords for Targeting
* Laura Smith of RMI Direct Marketing, Dies at 43
LISTS UNDER NEW MANAGEMENT
Realtor Magazine
The National Association of Realtors has appointed Response Media to manage a list of 1.2 million subscribers to Realtor magazine. An average subscriber is 45 to 50 and has a $100,000 income. The association formerly managed this file in-house.
Selections: Business/home address, broker/owner sales agent, age enhanced, income enhanced, join date, number of employees, state/SCF/ZIP
Sample usage: Best Buy for Business, Business Week, Campbridge Who’s Who, Conde Naste Publications, Consolidated Plastics, Day-Timers, Discover Card, G. Neil Co., Home by Design Magazine, Housevalues.com, Intuit, Lorman Education Services, Lux Bond & Green, National Pen Co., Nevada Magazine, New Jersey Monthly, Philadelphia Magazine, Reamark, Stamps.com, StoresOnline, University of California, Wells Fargo
Price: $120/M
Contact: Response Media Products Inc., Michelle Gatehouse (770-451-5478; [email protected])
First Capital Publications
Take 5 Solutions has been tapped to manage a master file for First Capital Publications comprised of 560,000 opportunity seekers. Those listed spent an average of $45 for products and publications related to home-business opportunities involving product assembly. This file includes names from Gone Fish’n and Tackle Co., a firm that uses home-based workers to tie fishing flies. A separate Gone Fish’n file offers 242,142 names. Direct mail, space advertising and the Internet are the sources. Listdata Management Services Inc. was the prior list manager.
Selections: Quarterly hotline, age, gender, income, state/SCF/ZIP
Sample usage (Gone Fish’n): Building Prosperity, Business Group USA LLC, Dalbey Publishing, Ditech Direct Mortgage, Healthmarket Lead Marketing, National Grants Conferences, Quality Entrepreneurial Services, StoreOnline, United Data Services, Ultravend, Zaken Co.
Price: $100/M (master file); $95/M (Gone Fish’n file)
Contact: Take 5 Solutions LLC, David H. Brill (845-533-4030; [email protected])
NEW LISTS
Oprah Book Club Enthusiasts and MO Buyers
This master file consists of 361,272 names including 208,417 mail order buyers sourced from Oprahsbookclub.com. Seventy-three percent of club members are women, 45% have attended college and 21% have $100,000 or better household incomes. E-mail addresses and telephone numbers are available.
Selections: Quarterly hotline, age, gender, mail order buyers, state/SCF/ZIP
Price: $135/M
Contact: TMA List Brokerage & Management, Christian Vergara (703-547-4976; [email protected])
Gold Violin
Norm Thompson Corp. has relaunched the Gold Violin catalog and reintroduced the list with new names.The updated file contains 26,980 catalog and Web site buyers from October through March. Buyers purchased products for seniors with sight, hearing and mobility problems, as well as other general merchandise. The average sale was $70. No telemarketing is allowed.
Selections: Purchase amount (ranges), hotlines, gender, state/SCF/ZIP
Price: $115/M
Contact: Millard Group Inc., Robin Lyons (914-697-5861; [email protected])
Quest Research Labs
Weight loss product buyers who responded to DRTV offers are offered on this file. A total of 37,558 buyers are available from the fourth quarter of 2007 and the first quarter of this year. Women made 80% of these purchases. The unit of sale was $85.
Selections: Gender, state/SCF/ZIP
Price: $100/M
Contact: Impulse Media, Pam Ranalli (203-207-0227, ext. 103; [email protected])
NEW COMPILED LISTS
China’s Wealthiest Investors
This file identifies 100,455 individuals who registered with investment firms in China. These investors maintain $4 million minimum investment accounts balances. The sources are two Chinese investment firms.
Selections: Age, gender, wealth bracket, geographic
Price: $140/M
Contact: Infocore Inc., Tom Mack Jr., (760-607-2500, ext. 13; [email protected])
IN THE NEWS
Text-Messaging Service Ties in Keywords for Targeting
By Jim Emerson
1Touch Marketing has introduced a new direct response text-messaging service with applications for lead generation prospecting, building databases and targeting outbound promotions to cell phone users.
It allows advertisers to automatically gather list data from responses received from cell phone callers, by tracking specific keywords and text-messaging telephone numbers.
Advertisers can track response generated from online or offline media for multichannel and mobile marketing. Text-messages serve as an interactive response device for consumers, which trigger delivery of additional automated promotions from advertisers.
The technology is more sophisticated than using an 800 number for tracking advertising response and assembling list data, because text-messaging telephone numbers are being used in tandem with specific keywords-for testing and tracking offers.
Different keywords can be tested with different postal and e-mail lists, creative approaches and various forms of media for targeting and generating responses from cell phone users.
Advertisers receiving inbound text-messages can automatically send back text-messages with targeted coupons, surveys or additional offers to individuals who responded
“It’s the ultimate way to create an opt-in list because only people who are interested will send a text message to respond to an offer” says Anthony Bumbaca, senior vice president of 1Touch Marketing, based in Boca Raton, FL. “The best part is there’s no spam because people have to physically respond by text-messaging to opt-in on the list.”
The service has been in a beta test mode for about a year with several advertisers, including car dealerships and a music entertainer promoter and it’s now being rolled out, he says.
1Touch has been has a database of 40 million cell phone numbers and it has been offering text messaging services for clients for awhile, but this new service is intended for smaller companies, which may not have the resources or desire to manage inbound text-messaging response data being generated.
Laura Smith of RMI Direct Marketing, Dies at 43
Laura Smith, vice president and director of list management at RMI Direct Marketing Inc., died suddenly on April 5. She was 43.
Smith joined RMI 20 years ago this month. She began her direct marketing career at AZ List Marketing Services Inc. when she was 17.
Throughout her career Smith volunteered for many industry organizations, including the New England Mail Order Association, Direct Marketing Club of New York and the Direct Marketing Association’s Catalog Council.
She served on the board of directors for the Fulfillment Management Association. She was past president and recently served on the steering committee of the Hudson Valley Direct Marketing Club. Smith was an instructor for the DMA’s List Leaders basic training program.
Besides her professionalism, she was known for having a lively personality, her homemade Halloween costumes and for playing pranks on work colleagues. She was a motorcyclist and kept many pet birds.
Smith’s survivors include her fianc
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