Mokrynski & Associates Inc. has formed a list compilation division. Vice president Greg Wells, formerly of Hugo Dunhill Mailing Lists Inc. and American Business Information, will head the division from Mokrynski’s office in Purchase, NY.
Wells, whose background is in compiled business-to-business lists, sees opportunities for sales outside Mokrynski’s traditional client base.
His goals for the new unit include helping his brokers sell compiled lists to the company’s catalog customers more effectively and expanding Mokrynski’s roster of compiled list customers to include non-traditional users such as banks, insurance companies and health clubs.
Revenue for the compiled list division, he speculates, could ultimately be split evenly between consumer and B-to-B direct marketers.
The division will function initially as a reseller of lists based on information culled from other compilers, but Wells hopes to have a line of proprietary products in place within six to 12 months.
Wells is looking to keep the department lean during its first 12 months of operation. Staff requirements currently call for two or three account executives with industry experience and appropriate support staff.
But the endeavor begs the question: Why does the industry need another compiled list broker?
Wells feels that direct marketers hold an unfairly negative view of compiled lists, and that the division’s strength will come from its ability to counteract this image.
“Coming from the compiled list arena, I’ve seen the quality and depth of content improve significantly. Compiled lists have had a bad rap in the world of big- time mailers. When they are treated as a last resort, [campaigns surrounding them] are slapped together,” says Wells.
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