PCH to Put its Lists Back on the Market
After a decade-long hiatus, Publishers Cleaning House plans to put at least four mailing lists on the market this spring and is now in talks with list management companies to handle the files.
Andy Goldberg, president and COO of the stampsheet company, said that PCH is “looking into putting its files back on the market” during a Hudson Valley Direct Marketing Association luncheon on Wednesday.
The files include magazine buyers, merchandise buyers, sweeps nos entries and pch.com buyers and entrants, said Linda Gewirtz, senior director-prospect marketing for PCH.
At least three companies are thought to be in contention for the files, including List Services Corp. and Direct Media Inc., sources said. A deal could close as early as next week.
Both Goldberg and Gewirtz declined to specify the size of the files.
The firm hopes to generate revenue and to open the door to list exchanges, according to Gewirtz. “Times’ are changing,” she said. “It’s something we’re considering now.”
The Port Washington, NY-based firm has not had lists on the market since the early 1990’s, when it marketed its sweeps nos and merchandise files. The files were available for only a brief period when the company withdrew them because of concerns about the privacy issue.
PCH has diversified beyond selling magazine subscriptions and now offers general merchandise, collectibles and home entertainment products like books and videos.
