Consumer Reports Offers Limited List Rentals

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Consumer Reports publisher Consumers Union will rent segments of its subscriber files to certain publishers and nonprofit mailers for the first time, RMI Direct Marketing Inc. said yesterday. RMI Direct was named list manager.

The files previously were available for exchange only through RMI Direct. They include the main Consumer Reports publications subscriber file as well as the Consumer Reports on Health and Consumer Reports on Travel Letter lists.

The Consumer Reports file has more than 3.4 million active subscribers. It is 50 percent male, and 92 percent of the names are direct to publisher or direct-mail-generated.

Consumer Reports on Health has 437,800 active subscribers. It is 46 percent male, and 98 percent of the names are direct to publisher or direct-mail-generated. The Consumer Reports on Travel Letter file has 114,500 active subscribers. It is 45 percent male, and 97 percent are direct to publisher or direct-mail-generated.

Selects on these files include geography, recency, gender, change of address, new to file, renewals, paid, source and business address. They are priced at $105/M plus selection charges.

Pre-clearance through RMI Direct is required for all first-time users. Approval may take up to three weeks. Approved publishers and fundraisers will be required to sign a use agreement. Contact RMI Direct for further details.

Consumers Union is a nonprofit testing and information-gathering organization.


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