Lycos Names MKTG Services as List Manager
MKTG will manage Lycos' 5.2 million-name permission-based e-mail list as well as its 3.3 million permission-based postal records database.
The data come from Web sites within the Lycos Network such as Gamesville.com, Tripod.com, Angelfire.com, Lycos Finance, FoxSports.com and HtmlGEAR.com. Selection criteria include unique user information from the individual sites as well as basic demographic information voluntarily provided by Lycos users during registration.
MKTG, New York, said it would enhance the file with demographic, lifestyle and ethnic data overlays.
"The addition of an enhanced Lycos customer list will add the opportunity for all advertisers to follow through on advertising campaigns through customized direct relationship marketing," said Dean Macchi, director of direct marketing services of Barcelona, Spain-based Terra Lycos in a statement.