21stAZ Creates Multicultural Division
The Ethnic Identification Program will allow marketers to locate ethnic surnames on their house files and enhance the files with other demographic and lifestyle information.
"The most efficient way to market to new groups is to identify them within your own house file and target an offer to them," said Rick Blume, vice president of the multicultural division at 21stAZ Marketing, Farmingdale, NY.
The division was designed to help 21stAZ clients branch out into the ethnic marketplace, said Blume, who will serve as vice president of the division along with Annette Swanstrom.
Blume and Swanstrom, who have 28 years of experience between them in multicultural marketing, were previously employed at MSGi Direct, New York.