DRG Adds Craft Buyers, Subscribers

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Direct Media Inc. announced yesterday that Dynamic Resource Group has incorporated more than 2 million subscribers and buyers from the Annie's Attic, House of White Birches and The Needlecraft Shop files into a master database with increased selectivity.


The DRG database consists of Annie's Attic catalog buyers, Annie's Crochet to Go magazine subscribers and Annie's Favorite Crochet magazine subscribers. It also includes subscribers to five Needlecraft Shop magazine titles and Needlecraft Shop book buyers as well as subscribers to 13 House of White Birches publications.


The database is 90 percent female with an average age of 51 and an average annual income of $42,000. The average unit of sale is $20, and 82 percent are homeowners.


Expanded selects available on the DRG database include geography, recency, gender, age, income, ethnicity, religion, mail-order buyer, homeowner and age of child.


DMI recommends this database for needlecraft, crochet, sewing, knitting and quilting offers as well as cooking, collectibles and nostalgia prospecting.


DMI also manages the DRG statement insert programs, which total 7 million in annual circulation.


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