Direct Tech to Launch Co-op Database CircBase
The database structure will be similar to Direct Tech's Z-24 database of catalog purchaser hotline names. Among the 11 companies participating are Petersen Publishing, World Publications Inc., Clapper Communications, Meigher Communications and Upside. These companies will contribute files from 85 separate titles. They anticipate that the file will have close to 45 million names and contain both business-to-business and consumer title names.
The database, which will be updated monthly, will contain active and zero- to-36-month expired subscriber records. Those records will be overlaid with demographic and lifestyle data.
CircBase will be coordinated from Direct Tech's Denver office.