J.C. Penney Will Offer Exchange-Only File Through Millard

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J.C. Penney Co. Inc. next month will make its catalog buyer file available for the first time on an exchange-only basis.


Management of the file was awarded to Millard Group Inc., Peterborough, NH.


The decision to exchange the file grew out of J.C. Penney's recent move toward renting other catalogers' files for prospecting purposes, said Bill LaPierre, vice president, list brokerage at Millard Group Inc.


Millard also will act as list broker for J.C. Penney.


Millard plans to make counts and selects available by mid-March, LaPierre said.


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