Lake Group Assumes Management of Smithsonian Files

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The Lake Group this month took over management of the Smithsonian magazine file of 1.6 million active subscribers.


The firm also has been named list manager for the more than 150,000 Air & Space subscribers from Smithsonian as well as the more than 2.4 million-name Smithsonian Magazine Enhanced Database.


"While you never want to lose sight of the larger-volume mailers, you also want to maximize the potential of the secondary markets and increase revenue," said Ryan Lake, CEO at The Lake Group, Rye, NY. "Smithsonian is such a large and diverse file that we should be able to do that."


The Smithsonian magazine file is 54 percent female with a median age of 47 and an average income of more than $82,000. Among its subscribers, 75 percent have at least some college, 97 percent are investors, 91 percent travel abroad and 87 percent have made a direct response purchase in the past 12 months.


Selections on the Smithsonian files include geography, gender, recency, source and payment status. The enhanced database also offers age, children's ages, marital status, income, ethnicity, homeowner, lifestyle, mail order buyer and other selects.


In addition to the Smithsonian files, Lake Group gained the Edgar Online Registered Users file of 300,000 users of the Edgar Online business and financial Web sites.


Edgar users are mostly male, and most are financial and management professionals. Selections include telephone number, business address, home address, job title, industry, company size, geography and recency.


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