ALCNY Connects With Co-Ops for Clients
With at least five such cooperative databases, mailers need to make many decisions, said Donna Belardi, president of ALC of New York.
"Managing these co-op relationships can be complicated, and in essence it's really a natural progression of what we already do as brokers," she said. "We are here to point out the strengths of each database and provide an objective approach to these relationships."
Major cooperative databases currently include DoubleClick's Abacus Alliance, Experian's Z-24, I-Behavior, Prefer Network and relative newcomer NextAction.
Belardi said that the majority of her clients participate in two or more co-ops and even all five.
"When mailers only had one co-op relationship it was manageable, but now that most have several it is more difficult," she said. "If you have one broker and you're in five co-ops, you're managing six relationships right there."
Though some cooperative databases do commission brokers, others don't, so clients must pay a service fee to ALCNY for handling those relationships.
Patricia Hoyt, who joined ALCNY Jan. 12 as senior account executive in the list brokerage division, will oversee Co-Op Connection. During her 20-year tenure in the industry, Hoyt held account director positions with Z-24 and Abacus.