Golf Digest Model Fit for Novus

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Novus Marketing will offer regression modeling services in conjunction with management of the 1.7 million name Golf Digest, Golf World and Golf Shop Operations files it took over Aug. 1 from List Services Corp.


Regression modeling can lift response rates by identifying individuals in a rented file with demographic and response characteristics similar to those in their house file. This type of modeling is only possible with files the size of Golf Digest (1.24 million) that contain at least 800,000 names and lack a large number of selections.


Novus, Tarrytown, NY, through its analytical services division, will offer three types of regression models for Golf Digest: good customer match, mailed and combination. The good customer match requires submission of 100,000 names from a mailer's house file and an agreement to mail 50,000 names once the model is built. The mailed model requires that a mailer mail at least 50,000 names for response information. Both models take two weeks to build while the combination takes a month. Prices are $10 per thousand names and Golf Digest covers the cost of building the models.


"Regression modeling is not a select that is used much because most mailers don't understand it,'' said Novus executive vice president of list management Monica Smith. "As knowledge increases, usage will as well.''


Smith said mailers looking for out of category usage would be good candidates for regression modeling. While Golf Digest taps into a universe of golf enthusiasts, modeling can help identify what is going in the households of these subscribers with average household income of $101,600 and net worth of $688,300. Smith listed apparel, high-end catalog, travel, subscription and financial offers as good secondary uses for the files.


Novus also manages the 235,000-name Golf Digest Woman, which is inserted in Golf Digest five times a year, the 3.1 million-name Golf Digest/Golf World prospect file and the 4.47 million-name Golf Company master file.


For golf-related use, Golf Digest is the largest circulation monthly and Golf World the largest stand-alone weekly on the market.
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