21st Century Branches Into E-Commerce

Share this content:
FARMINGDALE, NY -- David Schwartz was an architect before he started list company 21st Century Marketing, and now he's applying those skills to the design of a new division to capitalize on the opportunities created by the Internet.


Schwartz recently moved his company here into a building that he had a hand in creating. Like most other list companies, 21st Century is upgrading to keep pace with its rivals and attempting to carve a niche in interactive list services.


"There are a few holdouts, but I don't think there are any companies that [still] are pure list managers,'' said Schwartz, who is company president. "There has been a greater demand on list organizations to provide a broader range of support services to their clientele.''


List companies now provide data processing, list hygiene, list-rental fulfillment and the construction of proprietary databases as standard, and many of the larger players have increased their offerings through affiliations with service bureaus. Modeling and alternative media are other growth areas for 21st Century and others.


These areas, however, pale in comparison to the potential of the Internet, said Schwartz. He has formed a new division, 21st-e, which will focus on electronic commerce and e-mail marketing services, and has acquired a minority interest in Intelligent Catalogs Inc., Eugene, OR, home of the online catalog directory www.catalogfinder.com.


"E-mail is looked on to today as a potentially killer application for the World Wide Web,'' Schwartz said. "There are certain attributes of e-mail that are strategically advantageous when compared to any other type of direct marketing medium.''


E-mail can generate responses instantly and can be delivered more quickly and specifically than regular mail, cutting campaign cycles from weeks to days, Schwartz said. And the costs per thousand are lower.


The proliferation of home computers is projected to create a market of 90 million users by 2000, Schwartz said. By that time, he said, the shift from text-based to html-enhanced systems will allow e-mail to be presented with visuals, video, Web links and other features.


The alliance with Intelligent Catalogs will allow 21st-e to inexpensively bring catalogers online. As well as generating e-commerce revenue, the ultimate formation of an online catalog mall could provide a wealth of information for response-based lists and databases.


Schwartz said the mission of the list company isn't changing so much as expanding.


"We bring essential mailing list, brokerage and management services to users of direct marketing and now interactive marketing,'' he said.

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above