Avoiding Even a Conflict of Interest

Share this content:

Unfortunately I didn't see the article by Scott Hardigree about three kinds of list brokers (DM News, July 10) that Kathleen M. Stivaletti refers to in her letter in the July 31 DM News. I've been with Burnett Direct Inc. for 20 years, and our company made a decision when we started not to provide list management services and to offer only list brokerage services, which we do very well. It avoids the conflict of interest inherent in both activities -- and better yet, even the appearance of a conflict of interest.

I've seen too many recommendations from brokers who are also managers that are top heavy with lists they manage, and I can't help but think that double dipping in terms of both a management and broker commission is the reason.

My question to Kathleen is this: If your recommendation includes lists for testing and in all respects the lists were equal, which would you recommend?

Theodore R. Kelter, Vice president, Burnett Direct Inc., West Bloomfield, MI

ted@burnett.com

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above