Getko Direct on the Move

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New homeowner information compiler Getko Direct Response, Jericho, NY, expanded its reach in the lucrative change of lifestyle market by assuming management of the CPC new resident file of 1.3 million monthly hotline names June 1.

"We have new homeowners and premovers,'' said Getko vice president Bruce Dulberg. "The only thing we really didn't have was the broad-based mover list. New homeowners are an audience that demands a lot of attention. We have almost 60,000 clients that utilize this database. Home owners spend a lot of money on their home, they use a lot of goods and services."

The new resident file, which has been on the market since 1972, was managed by the Gnames Advantage, Irving, TX. Dulberg was the former in-house list manager of the file at CPC, Bala Cynwyd, PA, and recommended Getko when he was approached for advice on a new manager.

The file will be used along with seven other national sources to construct a premover database that Getko plans to launch in mid-August. The sources include data from the Internet, surveys, mortgages and storage companies. The database will generate an estimated 300,000 names a month, half of which will be verifiable. Dulberg said financial marketers, especially mortgage lenders, are interested in the premover market.

"We're really promoting this as the only multisource, telephone-verified file ever to exist like this," Dulberg said. "There have been lists like this on the market but not this comprehensive."

Marketing Information Bureau, Jericho, NY, and Syntony Marketing, Ontario, were combined in February to form Getko Direct Response. Parent company Getko Group Inc. is owned by Cendant, Parsippany, NJ.

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