Advanced Insight: A good house file is likely to be 600% more profitable then even the best outside prospect list.
Advanced Insight: The next best list for mature mailers is often “old” house file names that have stopped buying. Find a good circulation person. Add some new creative to bring these “non-buyers” back to life with enhancements, updating, and analysis.
Advanced Insight: Very rarely will the “most comprehensive” mailing list or the one with the “lowest cost” be the one list that returns the best profits. Sure, use the big compiled data, but also test into response buyers whenever possible.
Advanced Insight: ALL catalogs can find better results from known catalog buyers lists.
Advanced Insight: List selections like: “Age 35 to 50 Years, Mail Order Buyers, Female, and Home Value $500,000+” can ALWAYS be beaten by better lists.
Advanced Insight: Retail purchasers rarely work for catalog offers. This is true even if you’re selling the same product “Direct” as does the “Retail” list source.
Advanced Insight: Look to mail buyers of complimentary and competitive offers when possible. Very often, Circulation Managers will rent to competitive mailers, but you need to be working with a good Traditional List Broker.
Advanced Insight: A subscriber group that is generated via an Agent will not perform as well as a “direct-to-publisher” (DTP). Likewise, a long-term renewal will work differently than FREE subscriptions or those sold through agents.
Advanced Insight: Adding a title address to lists of executives’ names will improve response from compiled data. Since, executives change jobs frequently; these lists get out of date quickly.
Advanced Insight: Very rarely can you build a new business based solely on questionnaire or lifestyle data.
Advanced Insight: Sometimes lists marketed as “direct response buyer” files are NOT. Ask to see the mail piece that created the order. If the reseller cannot supply the advertisement that created the order; then it is very likely to be a BAD option (although it MAY still be deliverable).
Advanced Insight: Selections of lists based on income and age demographics should almost NEVER be done. You see a lot of list managers appending this type of data (because it sounds good). Unfortunately, mailers end up with "compiled" results.
============================================= Following are Professonal List Suggestions for a few Target Markets. These suggestions are not all enclusive, additional lists and options are available. CALL FOR HELP!
If you would like to get further information on these lists, or get personal list recommendations for another Target Market, please contact your list broker or John Schulte at NMOA headquarters for a referral. schulte@nmoa.org
Target Markets Covered Below:Students, Veterans, Seniors, Babys, Children, Christian, Gardening, Art Buyers, Wine Enthusiasts, Golfers, Home Furnishings and Decor, Food, ...more to come!
Call us with your current business needs.
NOTE: Pricing subject to change. Sample pieces needed for list owner approval. Minimum's apply. Select charges may be needed. ==============================================
------------------------------------------ Lists Suggestions for Reaching Students ------------------------------------------
Abercrombie & Fitch: These are high-end catalog shoppers. This trendy apparel is enjoyed by college and high school students. This file includes parents, students, and college wannabes. These are direct mail sold buyers with an average purchase of $130. Their ages range from 19 to 35 years and include 600,000 last 24 month buyers. Offered at $115/M for one-time mailing.
Alloy/dELiA's Catalog: Teenage girls love the trendy clothing, accessories and youthful cosmetics offered by the dELiA’s Alloy catalog. Reach up to 500,000 teenage girls and younger women aged of 12 to 20 years. 100% female with an average sale of $85.
High School and College Students: Both the home and school address of these students are available. Our source is “compiled” so that’s NOT as good as using our response lists. Still, you can reach over 12 Million addresses of these students. You can select by School Year, College Students, High School Students, and by Gender. Both home and school addresses are available. SAMPLE MIAL PIECE REQUIRED. Offered $105/M.
Time Inc. Home Entertainment File: Reach 92,000 homes with a child aged 13+ years. These student households are direct responsive and include buyers of Time Magazine, People Magazine and Sports Illustrated subscriptions. Offered at $116/M for a one-time list rental.
Sharper Image Catalog Buyers: Cool stuff comes from Sharper Image. These are direct mail and retail shoppers having spent about $170 on average. 50% men and 50% women; these are buyers of fitness, health related, gifts, jewelry, and travel products. You can select up to 500,000 households with a child 13 to 18 years in the household. Offered at $155/M for a one-time usage.
Guthy-Renker: These are TV Infomercial generated buyers. Reach 2 Million of these active impulse buyers of Guthy Renker products including Proactiv cosmetics, Susan Lucci’s Youthful Essence Cosmetics, Winsor Pilates, and the Core Secrets exercise ball. Plus much more. Offered at $117.50/M for a one-time list rental.
----------------------------------------- List Suggestions for Reaching Veterans -----------------------------------------
Amercian Military Veterans: Here are the names and addresses of 1.6 Million of today’s retired military men and women. The file has been enhanced with interests, age, and mail order purchases. Pricing varies depending on selection and starts at $95/M. Reach armed service veterans interested in fitness, fishing, golf, camping, gambling, RV’s, trucks, and much more. Call for specific counts.
American Military Society: Good sources of military personnel are hard to find. This Society generates a direct sale membership of about $20 per year. Both active and retired personnel join the Society from all branches of the Armed Services. The Society supports the general well-being of its members; works to defend the US Constitution, US values, and the traditions of the US Armed Forces. You can select by rank and military branch. There are 160,000 paid members and 900,000 additional prospects. Pricing for one-time list rental is $105/M.
Medals of America: These are MAIL ORDER buyers of military medals and decorations. These are mostly veterans and their families (Age 50 years on average). These men and women spend $260 on average purchase (quite a nice sale for direct mail). A huge master file of direct mail responders totals 800,000 prospects. You can select about 200,000 buyers in the last 24 months. One time rental is $$105/M.
Sportsman's Guide Military Mail Order Buyers: These are buyers of camouflage, clothing, guns, ammunition, rifle scopes and related shooting supplies. Mostly men (about 80%) these catalog buyers spend $90 on an average order. While not limited to just veterans of the military, these buyers have much the same mindset of today’s veterans. A great way to reach direct mail sold buyers of military products. There are about 400,000 names available offered at $115/M for one-time list rental.
Armed Forces Aid Campaign Donors: These are direct mail generated donors who have given a small (but important amount) to help military families, veterans, and active duty troops. The file is roughly 50%/50% male and female. There are 32,000 donors offered at $95/M for one-time list rental.
Military Bases: You can reach 1,700 military bases for $250/ Flat and title address these important institutions to direct your mailing within the base.
--------------------------------------- List Suggestions for Reaching Seniors ---------------------------------------
Kiplinger's Retirement Report: This mostly male audience (70%) includes active paid subscribers to the Retirement Report. With an average age of 64 years, these seniors are interested in estate planning, retirement living, health, and also tips on fitness, travel and legal issues important to seniors. A nice unit of sale for a paid publication, these prospects have spent about $60 for their subscriptions. Direct mail sold. Active Paid Universe is 66,000 priced at $140/M. There are an additional 35,000 expired names to mail at $95/M.
Lane Bryant Catalog Grandparents: There are about 77,000 monthly buyers on this file. These direct mail sold catalog shoppers who are ALSO Grandmothers-- women (98% female) who buy larger sizes (12-44W). These direct responders spend about $76 on average, making these the quintessential catalog shopping grandma's. Last 12 month Buyer Grand Mothers 394,446 rented at $110/M. Last 13-24 Month Buyer average 110,000 additional prospects.
Lenox Collections Seniors: Direct mail and space buyers of figurines, ornaments and animal sculptures who have spent about $55 through the mail. These are mostly women (74%) and include almost 900,000 total buyers. Last 12 Month buyers total 230,000 records and are priced at $120/M.
The New York Times Senior Subscribers: Reach high-spending well-read seniors with the New York Times Large Print Edition. This is a great prospect list for books, music, DVD, and travel offers. These are DIRECT TO PUBLISHER responders who spend an incredible $480 on average. 47% male and 37% female there are 1.3 Million names available including active and recent expired subs. Active Large Print Edition Subscribers is 500,000 priced at $135/M 40,000 NEW monthly subscribers available at $151/M
Amity's Senior Age - New Movers: Reach the new senior market. These are 12 Month movers who are age 55+ years. You can select new home buyers, renters, and can reach 25,000 new movers each month. Last 12 Month New Movers 550,000 records nationwide offered at $80/M
Highways Magazine/The Good Sam Club: Discounts on merchandise, auto and help insurance, trip routing and credit car protection are just a few of the benefits of membership in the Good Sam Club. These members are mostly men (75%) and travel the US highways in motor homes, trailers and fifth wheel owners. Their subscription to Highways Magazine offers discounts, emergency road service; local and national club activities. With NEW members each month, this is a great for travel and leisure offers. These are direct mail responders with an average sale of $25. There are 850,000 Active Members and subscribers available for $105/M
AmityDirect Senior Citizens File: Reach these US households for senior market age 60 to 76+ years. We have 30 Million households. These are senior citizens by age. You can select by zip code, county, metro, state, or nationwide. Select by 2 year age increments. $50/M ADD $15/M for exact age.
Age: 60-61 Years 2.6 Million 62-63 Years 2.4 Million 64-65 Years 2.3 Million 66-67 Years 2.1 Million 68-69 Years 2.0 Million 70-71 Years 2.0 Million 72-73 Years 1.9 Million 74-75 Years 2.8 Million 76+ Years 6.7 Million (Take care when mailing to these older groups, sample piece required).
TV Guide Affluent Retirees: Reach Middle-America. These are TV Guide subscribers ages 55+. They live in neighborhoods where younger workers incomes exceed $50,000.00 a year. These are direct responders and number 900,000 nationwide. This list is rented at $95/M.
Where to Retire Magazine: Published, written and edited with older American's in mind. "Where to Retire" reaches the 59 year old audience just prior to retirement age. These readers are now exploring retirement options, future leisure activities, relocation opportunities, and more. 59% Men. Active subscribers total 84,000 people offered at $90/M
FootSmart: Things start to hurt as we get older. These direct mail sold catalog buyers find the products to ease lower body pain. They buy comfortable footwear, hosiery, and foot care products. These are predominately women (70%) with a decent number of men who buy lotions and other health aids with an average sale of $62. Over 500,000 Last 12 Month Buyers priced at $95/M for one-time rental.
AmityDirect's Seniors with Ailments: These are responders to surveys who have want answers to their physical problems. There are 8,000,000 Responders priced at $175/M. Alzheimer's Disease, Angina/Heart Disease, Arthritis & Rheumatism, Back Pain, Bladder Control & Incontinence, Emphysema, Estrogen Deficient, Glaucoma, Impotence, Parkinson's Disease, Prostate, Thinning Hair and Baldness. The above and others are selectable by ailment and age. Sample is required.
---------------------------------------------------- List Suggestions for Reaching Parents with Babies ----------------------------------------------------
Baby's First Book Club: Club members tend to be incredibly responsive. (See our article on "How to Get a 10% Response Rate). These continuity club members are families with young children who start their children on the joy of books. Parent's ages 25-40, with an average purchase of $65 There are 127,000 Active members available at $100/M.
Babystyle - Maternity, Baby, Kids: Catalog and on-line shoppers of Maternity and baby clothes. The are about 100,000 12 Month GIFT GIVERS in addition to the new parents who purchase nursery furnishings, baby gear and developmental toys. Mostly female (80%) ages 25-45. These buyers spend $125 on average. Last 12 Month buyers total 232,000 an one-time list rental rate is $127/M
Customcraft Birth Announcements: Get 10,000 new buyers each month. These are catalog buyers of customized birth announcements, posters, newborn apparel, and stationary for new parents and soon-to-be parents. Buyers are direct mail, space and on-line purchasers who spend $79 on average. Mostly female (81%) Buyers/inquirers (12 month) 110,000 at $90/M Pregnant women 69,000 at $105/M Women with newborns 134,000 at $105/M
Things Remembered Baby Gift Buyers: Buyers of personalized baby gift items. Buyers spend $50 on average and are 40 to 50 years of age. Catalog, on-line and retail driven. There are 137,000 Last 12 Month buyers priced at $90/M.
Motherwear New Mothers Mail Order Buyers: Natural fiber clothing and under-garments are important to these new mothers. 100% female, these are affluent direct mail sold buyers who spend $107 on average. Products purchased include children's wear, diapers, breast-feeding supplies, and other items. Last 12 month buyers 29,217 priced at $110/M
American Baby Active Subscribers: CONTROLLED (FREE) Circulation subscribers to a magazine that advises and expectant and new parents. Topics include medical advice, baby care basics and the latest baby-related merchandise. 14% male, 86% female; average age 30. Only about 90,000 of these subscribers pay $13.97 Universe is 1.6 Million rentals start at $95/M. Select actives (Last 6 month) for a universe of 690,000 and ADD $9/M. Postnatal active subscribers (12 month) 453,000 ADD $25/M Prenatal active subscribers 437,000 ADD $25/M First time parents 1,129,000 ADD $16/M
Amity Love's Babies: Reach these women who have recently given birth and those women newly expecting the birth of a child. 100% female. Created from public data and government records. Total prenatals (9 month) 380,000 rents for $105/M Last 3 months 91,217 $110/M Total newborns (12 month) 150,800 rents for $105/M
BabyTalk Magazine: Subscribers are expectant and new mothers. Topics cover parenting, baby products; suggestions on healthcare and beauty tips during and after pregnancy and medical advice for both mom and baby. Average age 29. 29% internet/online/website registration, 58% insert cards. There are 2.1 Million active subscribers rented at $95/M First time moms 1,200,000 $109/M
------------------------------------------------------ List Suggestions for Reaching Parents with Children ------------------------------------------------------
Chinaberry: Catalog for children, aged 2-8. These are mostly parents who buy books, videos, and story tapes to encourage creativity and their child's imagination. These are mostly mothers (94% female). 45,000 Last 12 Month buyers spend $65.00 in the average sale. Buyers (12 month) 45,552 $100/M
Leaps and Bounds: These are 170,000 Last 12 Month buyers from this catalog. This base price is $100/M to rent these buyers of children's products. The market includes children aged 3-7. These buyers spend $83 on average and buy items to start an indoor garden, paint an umbrella or a paint a child's soccer ball. Products also include games and others like jacks & marbles.
Lillian Vernon Lilly's Kids: The great Lillian Vernon company now rents names of catalog buyers of children's products and gifts. These are targeted to parents of newborns to about 8 years old. Mostly mothers (90% female) with an average age of 45 years. These spend $67 on average purchase. 12 month 480,000 buyers available offered at $106/M
Coldwater Creek - Kids Enhanced: The combined buyers of the Northcountry, Spirit, Elements, Gifts to Go, and Sale catalogs. These are WOMEN, (92% female); with HIGH DOLLAR mail order purchases (Average unit of sale is over $120!) Base rate is $125.00 for these 80,000+ last 12 month buyers from direct mail, internet/online/website registration. Counts include
12 month buyers with children ages 0-2 7,745 12 month buyers with children ages 3-5 32,035 12 month buyers with children ages 6-10 53,587
Magic Cabin: Toys, dolls, books, and craft kits. Mostly moms (76% female) with an average age of 44 spend a solid $85.00 on their average order. There are 60,000 Last 12 Month Mail Order customers offered at $105/M.
Constructive Playthings: Mail order catalog buyers of equipment, educational toys, games and creative materials for education of children. The are 100% female buyers of building blocks, books, puzzles, musical toys, records, crafts, family games, and more. Average unit of sale is $65.00 and there are 200,000+ Last 12 Month Buyers. Base rate is $95/M. Try testing into the 163,000 HOTLINE buyers for only $110/M.
The Land Of Nod: Home furnishings, plus bedding and other accessories for children of all ages. 95% female with an average age 35. A whopping $150 is the average purchase for these young parents. 84,000 Last 12 Month buyers in all, offered at $130/M.
Norm Thompson Universe Children Enhanced: This is a great list of high-ticket apparel, gift, housewares, and food buyers. It is the combined buyer file from all of the Norm Thompson properties. (17% male and 81% female) with average purchases of $95. This is not cheap data (@$142/M), but if you need to reach STRONG buyers with children of specific age this is a great place to start.
Last 12 Month Buyers with children 0-3 185,000 Last 12 Month Buyers with children 4-6 170,000 Last 12 Month Buyers with children 7-9 150,000 Last 12 Month Buyers with children 10-12 171,200
People Weekly Kids: Often publishers will enhance data from other sources. People Weekly done just that to identify subscribers with children by age. This file is 93% female and the average are is 47 years. These spend quite a bit, $108 on average. Base rate is $124/M for children in household ages 0-17 456,300
Sensational Beginnings Educational & Development: Buyers from a catalog offering developmental toys, books, cassettes and outdoor play equipment. This catalog is for infants and young children. Buyers are 15% male, 80% female with an average age of 36. The average sale is $79.00. Buyers (12 month) 189,000 with a base of $100/M. Also try 3 month 26,857 buyers for $110/M or 95,200 Last 6 Month Buyers for only $105/M.
Spilsbury Kids: Children's products including puzzles, books, board, and electronic games, PLUS brain teasers and others. Sale is $55 on average. Buyers are mostly female (85%) Last 12 Month Buyers total 60,000 records with a base or $100/M ADD $8/M to select by presence of children (0-3) 10,000; 4-6 years 11,000; 7-9 years 11,000; 10-12 years 12,000
Talbots Kids: Buyers of children's clothing. These buyers spend about $100 on each purchase. They buy a wide range of sizes for boys, girls, toddlers and infants. Buyers are age 40 years on average and are 90% female. 90% female; average age 40. Average unit of sale 100.00. Last 12 Month Mail Order Buyers 87,000 offered at $107/M.
Young Explorers: Buyers of creative educational products which stimulate children's minds and expand their interest in math, reading, science, social studies and technology. 80% females who spend $70 on average to purchase fun-packed game formats for children age 3-13. Last 12 Month Buyers about 97,000 records to test.
Hearthsong: Average sale is $65. These are direct mail sold mail order buyers of books, games, toys, children's jewelry, musical instruments, candles, cookie cutters, and gifts. A nice big universe to test at around 400,000 Last 12 Month buyers. Offered at $110/M.
------------------------------------------ List Suggestions for Reaching Christians ------------------------------------------
Best To You Catalog Buyers: Catalog buyers of gift items and cards. These are uniquely Christian messages. Buyers are reaching out to others with uniquely Christian messages. 90% are women with an average age of 45 years. The average unit of sale is $55.00. These are direct mail generated. 56,200 Last 12 Month Buyers at $107/M.
Ten Commandments Ministry Donors: Generous donors in support of this Christian ministry. These donors support the public display of the Ten Commandments. Average donation is quite high at $50. Total donors are 225,000 with higher dollar donations available. The one time list rentals are $100/M and $125/M for the highest giving contributors.
Active Christian Book Club Catalog Buyers: Members who purchased a variety of discounted Christian merchandise for themselves and their families. Mostly men (67%) with an average sale of $75. 95% direct mail with some space sales, there are 25,000 Last 12 Month buyers priced at $95/M for a one-time list rental.
The Printery House: These are buyers of Christian-themed greeting cards, stationery, gifts, and other faith-related items. These are 27% men and 61% women buyers with an average unit of sale of $70.00 The total universe of names is 102,553. These rent for $95/M. The total for Last 12 month buyers is 23,583. The fee for these is $105/M
Bee-Alive Christian Health Product Buyers: Sold on Christian websites, radio, space with limited direct mail, these buyers are Health-conscious who spend $100 on average. Products purchased are used to increase energy levels, stamina, relieve stress, and improve their nutrition. Skin cream and Vitamin C capsules are also sold. Buyers are 20% male and 79% female. Last 12 Month Buyers and Inquirers total about 66,000. This list rents for $85/M.
Christian Book Distributors Catalog Buyers: Direct mail buyers of books, bibles, commentaries, videos, tapes and CD's, audio cassettes, software, children's products, gifts, framed art, are ages 35-54 years on average. This mostly female file (60%) spend on average $70.00 95% direct mail. There are 860,000 Buyers & members priced at $110/M. You can select CD buyers, Children's product buyers, and homeschool product buyers.
NOTE:Lists for Catholics are also available.
------------------------------------------ List Suggestions for Reaching Gardeners ------------------------------------------
Breck's Dutch Bulbs: Direct Mail Sold buyers and catalog requesters of bulbs from Holland. Since 1818 Breck's has delivered Tulips, Daffodils and other Spring Bloomers as well as Begonias, Iris, and others that bloom in the summer. Mostly female audience (56%) has an average age of 50 years. On average these buyers spend $55.00 on each purchase. 631,172 Records available through at $100 base rate. Let AmityDirect select these 539,000 Last 12 month buyers, or ADD $7/M for Last 0-6 Month 150,000 buyers. Get a BETTER response by taking Last 0-3 month buyers 130,702 (ADD $12/M for this selection).
Compostumbler: These buyer names are home gardeners who create organic compost to make their gardens grow. This thing really works. In a few days, composters see steam rising from their machine as it quickly creates a dynamic source of nutrition for their plants. A very high-end direct mail sold dollar of $320. Mostly Men 50% with an average age of 40+ years. There are about 107,000 buyers and inquiries for new mailers to test. Start with Last 12 Month buyers (about 72,000 records) at $70/M. Last 6 Month Buyers ONLY hotline runs about 15,000 a quarter. ADD $27/M
Park Seed Properties Masterfile: SEEDS! This Masterfile pulls in combined buyers from Park's Seeds, Park's Garden and Wayside Gardens. Great direct marketing companies. Mostly female (80%) with a slightly order age of 50 years. The average sale is $70. 70% direct mail sold with about 30%buying through space ads. These space buyers bring a tremendous opportunity for certain mailers. Ask AmityDirect how to make the most of these 260,000 Last 12 Month buyers. Base rate is $100/M. You can select 90 day buyers HOTLINES for $16/M to reach the most responsive 3 month buyers 116,994
Plow & Hearth: This is a great source for many different offers. The catalog includes outdoor furniture, planters, garden fountains, plus ways to showcase favorite garden spaces. Products include Country kitchen supplies, bird feeding products, outdoor clothing, weather instruments, and tools. Mostly female (70%) with an average age of 54 years. This is a huge universe to 1.4 Million buyers to test. Base rate starts at $110/M. Some selections include:
Wind & Weather Buyers: These are catalog buyers of weather instruments, wind chimes, sundials, and ornaments for the home and garden. Average sale is a strong $100+ for this mostly female (64%) audience. There direct mail sold buyers have and average age of about 55 years. There are 96,000 Last 12 Month Buyers at $111/M and about 65,000 quarterly buyers (ADD $16/M).
Jerry Baker Garden Book Buyers: Book buyers make great prospects for many offers. These are relatively low dollar spenders. Average sale is $30. These consumers want to beautify their gardens and their property. 27% male, 60% female; average age 55. Buyers (12 month) 319,399 offered at $100/M. There are 131,022 Last 6 Month buyers ADD $7.50/M.
Gardener's Supply Company: Seed starting supplies, garden tools and greenhouses PLUS buyers of outdoor furniture, organic fertilizers and grow lights. Some men (24%) but mostly females with an average age of 55 years. The average unit of sale is $73.00 for these direct mail catalog buyers. There are 443,000 Last 12 month mail order buyers 443,960 offered at $105/M.
Organic Gardening Magazine: New to the market this is a list of paid subscribers for how to gardening without synthetic fertilizers or pesticides. Although the age is 54 years for this 45% male audience. ORGANICS are not just for hippies anymore. Average unit of sale is $15.96 for these 106,000 US subscribers.
AmitySelect Data Gardening Select: We pull from combined surveys. It’s important to take responders who are DIRECT MAIL generated. We recommend that mailer shy away from on-line surveys. These just don't work for most direct mail catalogs. Our file includes mostly females (68%) home gardening enthusiasts, but since the data is quite large over 1 million men are also selectable. 3.1 Million Home gardeners are available for $90/M. We can also select Mail order buyers, Apparel, PC owners, Music and DVD buyers, plus Home workshops, home décor, pet owners, and credit card holders.
------------------------------------------ List Suggestions for Reaching Art Buyers ------------------------------------------
F&W/ Direct mail Subscribers: Subscribers to The Artist's Magazine, Watercolor Magic, and Decorative Artist's Workbook, members of Decorative Artist's Book Club and North Light Book Club, book buyers, competition entrants, and more/ 36% male, 42% female. Active buyers 379,796, 3 month buyers 42,972, 6 month buyers 75,532
Brushstrokes: Direct mail, internet/online/website registration/ Average unit of sale $400.00. Catalog buyers of Impressionist, Classical and Contemporary patented art pieces, geared toward the affluent homeowner. 35% male, 65% female; ages 45-55. Buyers (12 month) 13,522
Seven Wonders Catalog: 60% direct mail, 40% space ads/ Average unit of sale $200.00. Catalog buyers of and inquirers about sculptural reproductions of great art: reproductions of the art of classical Greece, the Italian Renaissance and modern artisans. 50% male; average age 40. Mail order buyers & paid catalog requestors (last 12 month) 28,918 Total file 42,338
The Metropolitan Museum Of Art Store: 100% Direct Mail Sold/ Average unit of sale $68.00. Mail order catalog buyers of copies of original works of sculpture, jewelry, silver, glass, porcelain, greeting cards, children's products, art books and posters, etc. 21% male, 79% female; average age 50. 3 month buyers 40,770, 6 month buyers 143,770, 12 month buyers 170,600, 3 month 100.00+ buyers 9,623, 6 month 100.00+ buyers 33,149, 12 month 100.00+ buyers 51,657
The Master's Collection: Direct Response Sold/Average unit of sale $575.00. Catalog buyers and requestors of affordable reproductions of masterpieces by Monet, Renoir and Degas as well as other European and American artists. Total list 39,483
Art Expo Attendees: Compiled attendees (No Sale). Attendees to an expo are interested in original paintings and drawings, sculptures, serigraphs, lithographs, photography, limited and open edition prints and more. Active attendees 18,742
Business/industry: - Art gallery 5,446 - Picture framer 1,814 - Art/framing supplier 699 - Art supply retailer 206 - Gift retailer 968 - Photo retailer/studio 411 - Distributor/supplier 569 - Interior designer 3,069 - Corporate art buyer 934 - Art licensor 229 - Architect 263 - Other 2,058 - Publisher 462
Art & Antiques Magazine: Direct mail, agents, space ads/ Average unit of sale $35.00. Subscribers to a magazine on how to collect appraise and appreciate fine art and antiques. 27% male, 45% female; average age 60. Active subscribers 136,775, 6 months HOTLINE Subscribers 72,793, Direct to publisher 41,642
U.S. News and World Report: Direct mail sold/ Subscribers self-reporting interest in theatergoing, museums and donations to artistic foundations. Universe 31,845 Collectibles/arts
Amity Select from Acxiom: Self Reported Survey Responders (No Sale) Cultural/arts events participants who showcase a variety of buying needs and requirements along with a proven propensity for responding to offers. 50% male, 50% female. Cultural/art events enthusiasts (12 month) 6,405,626
Interior Design Magazine: Subscribers/ Controlled circulation (No Sale) Buyers and specifiers of interior products and furnishings for commercial and residential use: interior and industrial designers, architects, hotel chains, space planners, government agencies, retail stores and office furniture dealers. Total list 40,663
Job Title: - Interior designer 23,714 - Industrial designer 318 - Corporate manager 15,715 - Architect 3,005 ------------------------------------------------------------ Mail list rental for these art buyers and prospects for art and artist supplies are priced at $95 to $135 per thousand (with 5,000 Name minimums) ------------------------------------------------------------
------------------------------------------------- List Suggestions for Reaching Wine Enthusiasts -------------------------------------------------
Windsor Vineyards This is the premier list of mail order buyers for wines, wine accessories and gifts. Direct mail sold 45% male, 44% female; ages 34-65. Average unit of sale 300.00. 40,000 Last 12 Month buyers. 13,000 at Corporate address (making these great for B2B offers).
Hennessy's - GourmetWines.com Specialty Foods and Wine A moderate average sale for mail order wine. These mail order buyers spend about $110 per order of fine wines, specialty foods and gift items. Ages 35-55. Mostly (90%) direct mail sold with some (10%) retail names. Hennessy’s rents the buyers of their premium offer which includes 17,000 last 12 month names.
Wine.com This is an online wine retailer. Sells premium wines through clubs and gourmet gift basket offers. Food products are also sold to this mostly male (55%) audience. These are younger buyers with an age range of 26-49 years. The average sale is about $100. Mostly online and website generated (65%) making these strong web buyers. The best names for list rental would be the 35% of customers created via their direct mail catalog. Last 12 Month buyers total 140,000 records.
The Baker's Catalogue - King Arthur Flour Enhanced The King Arthur catalog has been enhanced with a co-operative database from Experian. These mostly female (70%) consumers spend relatively low dollars through the mail. Average sale is only about $55.00. However, this list is direct response sold and verified through the credit compiler. They have 370,000 Last 12 Month records to test.
Food & Wine's Connoisseur Club These direct mail sold “joiners” could be great for new wine clubs. 40% male with and average age around 50 years. High unit of sale $129.95 for Direct Response. Best names are Direct to Publisher CLUB MEMBERS. There are about 138,000 US names available.
Geerlings and Wade A very nice sale (AOV) around $220 helps make these buyers strong prospects for many other direct mail offers. These are buyers of premium imported and domestic wines. Mostly men (60%) with an average age of 53 years. 80% direct mail sold and 20% coming from on-line sources. There are 18,000 buyers in the last 12 months.
Harry and David Corporate Masterfile EVERY direct mail catalog must try Harry & David. These are mail order buyers of food, gifts, roses, bulbs, plants, gardening items and apparel. Mostly female (60%) with an average sale of $120+. This direct mail sold audience numbers OVER 2 Million records. Test several segments. Age, income, and club are selectable. H&D has about 180,000 Last 12 Month wine buyers!
NapaStyle Direct mail sold buyers of Mediterranean style foods. Catalog includes tableware and garden art. File includes 92,000 Last 12 Month buyers of items like books, furniture, home decor, gifts and wine accessories. 62% female. Average unit of sale is 125.00. 54,000 FOOD buyers are also available.
Norm Thompson Universe Enhanced MILLIONS of direct mail sold buyers are available through Norm Thompson. These are selectable by sales dollars (AOV) and average about %70.00. Mailers can select apparel, gift, home wares and food buyers. This mostly female audience (81%) has been enhanced to include food and wine interests.
Hammacher Schlemmer Z-24/CircBase Database Beer, Wine, and Coffee are combined to bring 48,000 last 12 month buyers age 45-60 years. These spend an average of 135.00 through the mail making these DM sold customers good prospects for many wine offers.
Just My Size Z-24 Enhanced The convenience of a CLUB may be interesting to these women who are predisposed to joining. This younger (43 years) audience buys larger size brand name hosiery, casual apparel and lingerie (in size 1x-4x and dress sizes ranging from 14-26). Average sale is $50.00 for this direct mail sold audience. Over 200,000 names are available.
Wine Enthusiast Catalog Very big direct mail spenders with AOV of $275.00. These catalog buyers use Wine Enthusiast products as gifts and for their own personal use. 41% females with an age of about 38-60 years. File is direct mail sold and includes 81,000 Last 12 month customers.
The Wine Messenger A SMALL (but we think) growing list of wine buyers. This company is posed to grow. Today, The Wine Messenger uses their web site to generate orders and ship product directly to homes and offices. Mostly male (80%) with an average sale of $150. ONLY about 5,000 names available, but we think these may be a good list to test.
--------------------------------------- List Suggestions for Reaching Golfers ---------------------------------------
The GolfWorks Catalog Buyers List 60,000 12 month direct mail sold catalog buyers are available. These responders buy custom golf clubs, supplies, books and videos for the avid golfer. Mostly male (85%) with an average sale of $85.00
Igolf Technologies Mail Order Buyers Golfers who buy golf equipment, training aids and instructional programs. These direct mail sold customers respond to catalogs. And, when they do, they spend over $190.00+ About 30,000 are available each year.
Austad's Golf The great Austad’s Catalog includes 177,000 mail order buyers of golf equipment, accessories and clothing. Mostly men, but a good number of females too (22% female). Smaller sale (less than $100.00 on average) so these are different from many of the lists we suggest.
Edwin Watts Golf Need a higher dollar buyer? Try these catalog buyers of golf equipment. About 75% male with an average order of $240.00+. List is direct mail sold and includes 180,000 inquiries and buyers each year. With over 185,000 names available, Edwin Watts is a bright idea to test.
The Golf Warehouse Be certain to select the right names from this list. Try direct mail sold records first. This file has 240,000+ buyers. Mostly men (90%) who spend $130.00 on clubs, carts, apparel, and gadgets. TEST the internet and website registration, but for direct catalogs, use the catalog segments.
Golf World These are Golf Week WANNABES. Great for the casual golfers. The $50 sale is high for a subscription. With over 150,000 subscribers available; Golf World reaches a distinctly different group of golfers.
Golfweek The King of golf lists. These subscribers are the most competitive. Mostly men (94%), golf is the most important thing in their lives. Unit of sale is about $60.00 and comes from direct mail, bind-ins and request cards found at pro shops. There are 87,000 very active golfers on this list.
MasterGrip Golf Product Buyers This is an interesting list of mostly Internet buyers. If you drive people to a website, then try these 130,000 names. If you mail a catalog; then use their 20,000 monthly hotline names. Test the hotline against MasterGrips’ 40,000 annual catalog buyers. Roll-out to reach up to 190,000 12 month buyers who spent about $75.00 on average. Purchases include golf gloves, shirts, clubs, videos, and shoes.
Golfsmith Catalog A solid file with 120,000 annual customers available. These catalog buyers spend about $125.00 on their golf orders. Golfsmith gets many repeat customers. Try their multi-buyers and hotline direct mail sold customers.
Golf Magazine Need a million golfers? This is it. Why would anyone use a “compiled” or “self-reported” list of golfers when this one brings 930,000+ direct mail responders who happen to love golf? 96% male and younger (age 46 years); these direct responders spend an average sale of $19.95 and are a GREAT resource for other publications to build the subscription bases. Use a good list broker on this one. Direct Mail, Agents, On-Line and other selections will make a world of difference to your offers. There are tons of selections on this great list.
AJ Golf School's Buyers Reach 45,000 Last 12 Month buyers from AJ Golf School. NOTE: We FEEL that the value of Infomercial buyers burn out quickly, but if you need IMPULSE customers; then try these buyers of a golf video series and other products sold on the Golf Channel, Fox SportsNet, Golf Magazine, ABC, CBS, NBC, Golf Digest and USA today. Highly male (92%) with an average sale of $110.00+
-------------------------------------------------------- List Suggestions for Selling Home Furnishings & Decor --------------------------------------------------------
American Blinds, Wallpaper & More 130,000 buyers of custom window treatments and rugs. These women (75%) spend about $175.00 on each purchase. Select direct mail and space ads sold buyers first. Impulse marketers might try the TV and internet customers (which make up a big number of these accounts). Test DM multi-buyers first. Selectable by products purchased including blinds and wallpaper.
Artful Home Glass, furniture, lightning, and stoneware. Artful Home also offers signed and numbered prints, jewelry and more - all original creations handcrafted by the artists themselves. Some men (40%); but mostly female (60%). Age is about 45 years. There are 70,000 customers who have purchased products in the last 12 months. The average sale is quite high—$300.00 for these direct mail sold buyers.
Brylane Home Over 600,000 buyers of home decor and furnishings are available. These direct mail sold customers seek “value” prices, as Brylane Home customers average only $90.00 per order. Customer purchase bed linens, window treatments, slip covers, lamps, and dinnerware. Mostly female (98%). Mailers can select bank card users. Need a better sale? Try the $150+ purchasers from this file. Specific product marketers should select complimentary items. Select tabletop, home accents, children’s’ products. Driving to a website? Then try the internet purchasers as a test of this file.
Home Visions Direct These 114,000 last 12 month customers come from Home Visions Direct catalog. Buyers find linens, furniture, housewares and decorating touches for their homes. These are mainly female (62%) with a prime direct responder age group (about 45 years). Unit of sale is 160.00 and is direct mail sold. Select by hard goods seasonal fashions and credit card usage.
Domestications 900,000 Catalog buyers. About 33% go through the internet. These are proven buyers from a catalog of comforters, linens, pillows, draperies, rugs products for the home. Core mail order customers (86%) female with an average sale of $100.00 Select by products purchased including furniture, accessories and window treatments.
Chiasso Mail order buyers of contemporary furniture and home decor. The Chiasso catalog features sofas, chairs, beds, wall art, and items for the kitchen including tabletop. Plus, clocks and lighting accessories. Mostly women (71%) with an average sale of $180.00. There are 51,000 annual buyers available. Select by dollar amount of the last sale.
The Country Home - Home Decor Americana, Early American, American primitive and Victorian collectibles. Mail Order products purchased are given as gifts and are used personally for home decorating. (80% female; average age 40). A fairly low unit of sale $65.00 brings in a different group of customers many of the lists in this review. The Country Home is best for lower dollar intro offers. These direct mail sold customers number about 210,000 each year.
Gump's By Mail Interiors We always like to try Gumps for mailers looking for a high-end elegant customer. These are buyers of home furnishings, rare vases, and handcrafted furniture. There are only 25,000 names available making this a very select group of customers. Female (77%), Age 55 Years with an average sale of $240.00. These customers buy expensive home items through the mail.
Newport News Home 68,000 Last 12 month mail order buyers. These women (85%) spend about $85.00 on items for the home including: lamps, rugs, comforters, sheets, towels, curtains and draperies. Direct mail sold. Select customers based on product clearance buyers. Those in need of a deferred credit payment, or those giving cash with order. (Selects like these make for big differences in the type of customers your catalog may acquire).
Plow & Hearth Home 45,000 annual customers and direct mail buyers of furniture, home decor, bed, bath, kitchen, garden items; plus children’s’ products and country gifts. These females (84%) spend a very nice $130.00 on each order. This list is direct mail sold and is selectable by dollar spent and recency of purchase.
West Elm Finally a YOUNGER Audience. There are 169,000 buyers nationwide. These are men and women (age 25-39 years) who buy furniture for their apartments, lofts and homes. With a high unit of sale $200.00 these men (26%) and women (69%) are web buyers (60%+ of orders). These are mostly young professional urbanites.
Sturbridge Yankee Workshop Shaker style tables, sleigh beds, and mission oak pieces help define these purchasers as lovers of Americana. These women (79%) spend about $128.00 per purchase on bedding and bath accessories, furniture and more. Direct mail sold. 74,000 buyers are generated each year.
Home Decorators Collection Do it yourself re-decorators. Buyers of time period light fixtures, chairs, and bathroom furnishings. Plus hardware of all eras. This 70% female group is younger (age 35) and affluent. They spend an average of $275.00 with each order.
-------------------------------------------------------- List Suggestions for Selling Food and Related Products --------------------------------------------------------
A La Zing With average orders of $75.00 and more, these are website (75%) and direct mail (25%) generated. Customers purchase frozen family-style meals and meals for two. These buyers are mostly women with little time to spare. Meals go from freezer to table in minutes. There are about 90,000 buyers in the last 12 months.
The Baker's Catalogue Baking supplies, pans, utensils, bowls, bread machines, electric mixers, spices, extracts and specialty ingredients. Buyers are bakers and cooks. Mostly women (70%); these direct mail sold catalog customers spend $55.00 on an average order. 120,000 last 12 month buyers are available. Most buy books, food ingredients, and hard goods.
The Good Cook Book Club Joiners. Members are interested in cooking, crafts, and entertaining. A lost leader introductory offer, new member catalog, and active membership mailings (up to 16 times a year) offer information on food, decorating, health and nutrition. A mostly female audience (80%) with an average age of just under 59 years. Most members pay $97.00 throughout their memberships. Club uses direct response (65%) for outside projects. And, uses cross sell offers to the other club members owned by Bookspan. DR Print ads and online registration help create 300,000+ active members each year. Finely tune your selection by these cookbook sub-categories: Baking & desserts, Diet& nutrition, International Cooking, US Regional Fare, Specialty, Celebrity Chefs, Vegetarian, Ethnic, Meat & Poultry.
Chef’s Catalog The finest cookware for about $110.00 an order. These men and women purchase via a direct mail catalog and website. Last 12 month buying customers totals over 400,000 Americans.
Collin Street Bakery 234,000 Last 12 month fruitcakes buyers. These men (37%) and women spend about $50.00 an order. A slightly older group than other food buyers in this category. All are direct mail sold. About 10% buy Collin Street’s fruitcakes as gifts.
Food & Wine's Connoisseur Club Connoisseur club members enroll on-line and via the mail to receive instant access to recipes and food tips. This website includes online advertising offering many wine clubs, food catalogs, and travel offers. File is 40% male, 60% female with average age 48. Direct mail sold customers spend an average of sale $129.95 while with in the club. A direct-to-publisher is recommended. There are 138,000 members available.
Fine Cooking Magazine Different from Food & Wine’s Connoisseur Club in that this publication has no travel offers and no restaurant reviews. Just food. Recipes, how-to-techniques, culinary product reviews and of course, recipes. Subscribers are mostly female (54%) with an average age of 45 years. The 1-year subscription is $29.95. Fine Cooking upsells many on a $69.95 3-year subscription. 95% of these subscribers are direct mail sold (94% are paid). 73,000 Active U.S. subscribers
Gevalia Catalog Buyers There are 90,000 internet customers available from Gevalia. An ADDITIONAL 120,000 buy through their mail order channels. These are buyers of gourmet coffees, imported teas, crystal, servers and coffeemakers; PLUS buyers purchase collectible tins filled with cookies, cakes and candies, jams or syrups and gift-basket assortments. Mostly female (70%) with a younger (40 year) average age. Average sale is $60.00.
Omaha Steaks Buyers Reach 1.4 Million buyers of steaks, hamburgers, poultry, seafood and other gourmet food items. Omaha Steaks offers special incentives including premiums like steak cutting knives. They find just under 1 Million through their website. These men and women average 55 years of age and spend about $90.00 on each order. 43,000 are buyers at business addresses. Another 500,000 are “Gift-Givers” of Omaha Steaks products.
Williams-Sonoma 1.2 Million Buyers of gourmet cookware and kitchen tools, tableware, linens and food specialties from around the world. 24% male, 74% female; average age 50. Average unit of sale $75.00. Mailers can select these customers by the dollar amounts spent; the last product purchased, credit users and more. This is a nice qualified list of direct mail responders for most any food, culinary, cookery offer.
If you would like to get further information on these lists, or get personal list recommendations for another Target Market please contact John Schulte at the NMOA for a referral.
