Direct Media managing new Spiegel Brands file

Direct Media has been awarded management of the new Spiegel Brands Inc. database files. They comprise upscale buyers from the premier women's fashion catalogers Newport News, A.B. Lambdin, Carabella and Spiegel.

The Spiegel Brand's files give marketers access to about two million 12-month buyers and 300,000 monthly buyers.

Selects include product categories, dollar purchase, multi-buyers and new-to-file buyers.

In addition, a wide range of psychographic and demographic data will be offered through Spiegel Brands Lifelines (religious/ethnicity); Spiegel Brands Lifephases (age/income); Spiegel Brands Lifetrends (buyer interests); and change of address. Modeling services will also be available.

These catalogs offer their customers a variety of women's apparel for various occasions. Products range from chic to the beach and beyond, including evening gowns, casual dresses, tops, swimwear, footwear and jewelry/accessories.

Primarily female, the average age of the buyers is 47 with an average household income of $55,000. They may be good prospects for any apparel, gift and general merchandise.