I’ll never forget my first lesson in business-to-business mailing lists. After seven years at Book-of-the-Month Club, I moved over to Ziff-Davis to market computer product data on CD-ROMs. The target audience was companies that bought large quantities of PC hardware and software. When I started at Ziff in 1992, we had maybe 5,000 subscribers who received a new CD every month. An annual subscription was $995.
In my first week on the job I marched into my boss’s office and suggested we put the file on the rental market. Found money, I reasoned. My boss frowned.
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