Mixing Old and New Tactics to Stay in the List Rental Game

By Chandra Johnson-Greene
Monday, July 6, 2009

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With over 30 magazines—each with their own list—and 10 masterfiles, Bonnier Corp. is staying in the game when it comes to generating ample list rental revenue. The company recently started marketing its email lists, joined a co-op database, and found more innovative ways to segment.

The Bonnier Birthday Database, for example, was created from information the company already had in its possession. Through its parenting titles, Bonnier has the birth dates of subscribers’ children. “[The database] is selectable by birth month and year, and with this list, mailers can be more timely with their offers,” Mary Pizzarelli, Bonnier’s list management director, told AD. “We have mailers who use it to send out birthday, back-to-school and holiday promotions.”

But these new forms of list marketing aren’t the only tactics they’re using to boost their revenue. Traditional tactics still work, says Pizzarelli.

“With organizations changing and jobs shifting, it’s becoming more and more important to continue face-to-face meetings with people to make sure they know you’re still out there,” she says. “Recently, I went to a meeting with people that I’ve known for years and, surprisingly, they didn’t know what the Bonnier name represented nor did they know what magazines we publish. Once they did, they were ready to order.”

Pizzarelli also warns that circulators and list managers should not get complacent when it comes to promoting their postal addresses. “Yes, people are cutting the amount of mail they send out, but things will get back to normal and they are going to be increasing that amount in the next few years,” she says. “So it’s important to get the word out now about what you can offer. Everyone thinks mail is doing terribly, but there are people out there that are still doing it. It’s important to let people know that you’re still in the game.”