Selective Transmedia Offers Rare Benefits

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The Transmedia Network ride-along program from the LH Management Division of Leon Henry, Scarsdale, NY, isn't the easiest alternative media program to be approved for, but placement in the bimonthly mailing has its rewards.


"The criteria from Transmedia is very strict because they want to put in something that is real value added and a benefit for their member,'' said Debra Goldstein, manager of LH Management.


The program has seen limited participation since being introduced last year. While most ride-along inserts experience higher-than-average direct mail response rates, Goldstein attributes the lower response of Transmedia to a lack of verification that members are direct mail buyers.


"The typical cardmember is leisure- and entertainment-oriented, so it limits the kinds of things we want to put forth to our audience," said Transmedia communications coordinator Renee Luchkiw.


Consumers receive Transmedia cards through statement messaging from credit card issuers or ride-along inserts in association mailings. Cardholders pay a one-time fee of $4.95 to receive 20 percent discounts at more than 7,000 participating restaurants and resorts nationwide. Silver membership cardholders pay an annual fee of $29.95 for 25 percent restaurant and 10 percent selected catalog savings. The average cardholders is in their 40s with a household income of more than $75,000.


Marketers accepted for the ride-along program can target inserts on a regionalized basis in 27 metropolitan areas, a benefit few inserts offer according to Goldstein. In addition, for a full book run of 500,000 names, Transmedia, North Miami, FL, will print an extra ad mentioning the insert offer on the cover of its direct mail package, which includes an activity statement and updated restaurant directory.


In other news, Leon Henry has entered the cooperative database field with the release last month of its enhanced co-op of 9.5 million names. The database was compiled from the house files of participating list owners in the alternative media field and overlaid by Cross Country Computer, Hauppauge, NY, with demographic information from multiple sources. The database offers 26 selects. Leon Henry will honor competitive considerations for specific list selections.


"We can pull and segment from this huge database for just about anybody out there,'' Goldstein said.
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