Genesis Direct Database Fills Holes

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Genesis Direct has made its corporate and enhanced lifestyle databases available through the Millard Group, Peterborough, NH, as a marketing addition to its individual catalog files.

The Corporate Database combines 24-month purchase data of 6 million buyers from 28 of its catalog titles and will be expanded as Genesis Direct, Secaucus, NJ, continues its aggressive acquisition agenda. The corporate database will be updated bimonthly and be selectable by recency, dollar amount, product category, multibuyers, source and payment type. The Enhanced Lifestyle Database adds demographic and lifestyle enhancements from Experian Direct Tech's Insource and will be available quarterly.

The databases won't replace the individual Genesis files. Millard cannot select individual files from the database but can omit them for mailers that already order them and want to avoid duplication. Modeling and analytic capabilities will be available that are not possible with individual lists.

"The goal isn't to take the business of other list managers but provide incremental revenue on the whole property,'' said list manager Linda Bridson. "A corporate database can fill in the holes, creating an atmosphere to go across all titles. A large mailer doesn't have to take four separate files. We can create a larger select for them.''

Genesis Direct has made three catalog acquisitions in the last month, bringing its total to 34 titles. The company, which specializes in sports, children's and gifts/collectibles books, aims to acquire or start-up one catalog per month with the goal of generating $1 billion in revenue by the year 2000. Acquisitions are integrated into continually expanding marketing databases, which along with e-commerce, drive the company's growth.

Millard also offers modeling on the 6.2-million name Times-Mirror Magazines subscriber database. The database contains the 10 Times-Mirror consumer magazine files.

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