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Twelve Places to Buy a Mailing List

©2004 Jeffrey DobkinThere are two typesexceptionally easy to use. These
of lists, determined by their origin:reference tools are each about the
compiled listssize of the Manhattan phone book and
and response lists.Compiled lists are acontain nothing but list data: who
common source of names and records thatowns what list, number of records in
haveeach, source of names and, list
been gathered, collected, and enteredpricing. Both tools are available in
into a database. The names maymajor libraries.List brokers are found
have been acquired through publicin the phone book in every major city.
records such as vehicle ownerThey can
registrations or high school teachers.be heaven, supplying incredible
Directories, such as a directory ofinformation, or hell, looking for that
plant maintenance engineers, arefast
usually compiled lists. Many lists arebuck. Make sure you ask tons of
compiled from categories in phone booksquestions before handing over any
across the U.S. Examplesmoney. While you pay the broker, he
would be all the photography shops oractually works for the list owner -
all the luggage dealers in theso take that into consideration when
United States. Or all the plumbingyou ask questions and negotiate
supply dealers.Keep in mind thatprice.A plethora of list managers of
compiled information - like fish - getsmailing lists can be found in the direct
old rather
quickly and doesn't age particularlymail trade magazines such as Catalog
well.Response lists are data from peopleAge & Direct Magazines: 203/
who have responded to an ad or358-9900, Target Marketing: 215
who have purchased from a catalog,238-5300, Direct Marketing: 516/746-
direct mail package, TV ad,or other6700, and DM News: 212/741-2095.Some
offer.With any mailing you arelist brokers sell through their own
considering, first ask precisely whatcatalog of mailing lists. These
groups orhandy reference tools will give you an
what characteristics make up theidea of just what's out there -
perfect audience. Then try to find awhat kind of lists are available and
listcounts of how many records exist in
that matches these definablethe thousands of different list
characteristics closely.Good deliverycategories. Want to know how many
percentages of your mailing piece to adentists there are? It's a piece of
specific audiencecake: 190,168 are members of the
can usually be found in lists ofADA. Want to know if there is a list
magazine subscribers. These lists areof picky ale drinkers? Find the list of
usually very targeted to their
audience, and good because most"Ale in the Mail-Continuity Members:"
publishers are extremely prompt with70,973 of them. Selling an
their name and addressaccounting product? Try the list of
corrections. Call a magazine publisherAccounting Institute Seminar
and ask if their subscriber list isAttendees - all 78,634 of them.
for sale, then ask for the name ofLooking for college professors? Did you
their list broker.There are over 10,000
magazines published so you can probablywant the 43,347 who teach English, or
get athe 18,184 who teach history, or
magazine subscription list that goesthe 8,477 in marketing, or the 9,194
straight to your perfectly targetedphilosophy teachers, or the...If you
buyers. If you're not sure whatneed additional information - like how
magazines would be best, there aremany doctors who
some easy-to-use periodical directoriesspecialize in allergies and are the
found in most referencehead of their practice with four or
libraries. The best directories ofmore employees can be found in
magazines are Burrelle's Directory ofPennsylvania - call any of these
Magazines (800-USMEDIA), Baconscatalog houses and ask them to run a
(800-621-0561), SRDS (800-851-count. You'll be able to get that
SRDS), and Oxbridge Communicationsinformation in about ten minutes. Hugo
Standard Periodical DirectoryDunhill: 800/223-6454,
(800-955-0231). If you can't find theAmerican Business Lists: 800/555-5335,
exact targeted magazine filled withBest Mailing Lists: 800/692-
the eager-to-buy-your-product2378, CompilersPlus: 800/431-2914, and
subscribers you are looking for in anyEdith Roman: 800/223-2194
ofto name just a few. More phone numbers
these directories, the publicationcan be found in my books
doesn't exist. You can find anyUncommon Marketing Techniques and How
industry - and all the magazines thatTo Market A Product For
are sent to that industry - in underUnder $500!Several companies now offer
10 minutes in these usefullists of every business or every person
directories.Catalog houses earn a goodin
portion of their revenue from the salethe U.S. on CD-ROM. These products
ofallow you to create your own list
their lists. Call the catalog and askcriteria and generate your own
for their business office, then askprecisely targeted mailing lists. Some
who handles their list sales. Almostof
all catalog houses sell their lists.the better programs make it easy and
Catalog houses can be found in thefast to use their CD-ROM
Catalog of Catalogs from Woodbineproducts. Mailing list CDs are
House Publications ( 800-843-7323;available from InfoUSA: 800/321-0869,
$28.95and Global Business International: 407
PPD), and The Directory of Mail Order568-5037 to name but two.One of the best
Catalogs from Grey Houseresources for lists is the Internet.
Publishing ( 800-562-2139; $250).TradeThere's no getting
associations are usually an excellentaround it now, the Internet is here to
source of mailing lists.stay - you might as well get on
Better associations always list theand get used to it. It's a great -
industry's major players. Localprobably the best - research tool
associations like the Chamber ofavailable for almost anything, if you
Commerce in your area are usuallycan filter out the crap from the good
good for local business names. You canstuff. But... isn't that the way with
select by business size,all research tools: you gotta figure out
number of employees, SIC code (the
government's industrywhich is the good stuff that you can
classification of each business), oruse, and which is the bad stuff that
any of a multitude of other selectionyou've just spent the last two hours
parameters. Two great sources forlooking over and have now figured
finding associations are referenceout is pretty worthless.You'd be
books from Columbia Books, Inc.surprised how many of your competitors
(888-265-0600;will sell your their
publishers of the State and Regionalcustomers' names. If not competitors,
Associations Directory ($79) and Thehow about asking other
National Trade and Professionalbusinesses who serve your market if you
Associations of the United Statescan purchase their mailing
($99). Mailing lists of thelists.Of course, the best list of all -
associationsbar none - is your own house list of
are $100/M and are available on labelscurrent
or disk.Association lists and data areand past customers. These are the
also available in the Encyclopedia offolks that know you and trust you;
Associations by The Gale Groupthey've experienced that great customer
(800-877-GALE) on disk, CD, and on-service you offer and are now
line through Lexis-Nexis. Thiswilling to buy something else from you
hardbound, three-volume set ($505) isif you would only let them know
the motherload of associations -it's available.Spend some extra time in
showing detailed information on morethis most important area - list
than 23,000 local, state, national, andresearch:
international associations.Trade showtighten your list criteria, do your
lists are also great marketing tools -homework, spend time in research, and
lists of both attendeesfind the best lists you can possibly
and of exhibitors. Check out two greatfind. Then test several. It's worth
websites: andthe
for trade show information. Theextra time and money to target your
Tradeshowaudience with precision and
Week Data Book (213-965-5300; $355) isincrease the chance you'll come up a
a great tool published by thewinner at the post office. There is
editors of Tradeshow Week Magazine.no single more important factor in
Another great trade showcreating a greater response to a
directory is the TradeShows andmailing than mailing to the best
Exhibits Schedule from Billpossible list. Whatever you do, don't
Communications (800-266-4712,settle for a mediocre list unless you
856-619-5800) - organized bywant mediocre results.Jeffrey Dobkin,
industry, by location, by date, and inauthor of the incredible 400-page
alphabetical order for fast look-ups.Twomarketing manual
excellent resources for investigatingHow To Market a Product for Under $500.
lists at the library are theTo place an order, or to speak
SRDS Direct Marketing List Source (TM)with Mr. Dobkin call 610/642-1000. Fax
(800-851-SRDS) and the610/642-6832. From The
Oxbridge Communications NationalDanielle Adams Publishing Company, Box
Directory of Mailing Lists (800-955-100, Merion Station, PA
0231). We use both in our own office -19066.
they're thorough and



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