Venture Direct Drives LCS Golf to Market

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LCS Golf, Lynbrook, NY, a holding company that specializes in the acquisition and management of companies offering products and services to golfers, has begun to leverage its assets by bringing two versions of its subscriber list to the market through Venture Direct, New York.

The 200,000-name list consists of subscribers to online newsletters at the Web sites -- which maintains a directory of more than 24,000 public and private golf courses worldwide and sells golf merchandise -- and, a membership service that offers discounts on greens fees and driving range charges. The list is available with e-mail or regular mail addresses.

In addition to the and sites, LCS Golf also maintains a 3.2-million-name database of golfers, a promotions company, Golf Promo Inc., and Mister B, a manufacturer of therapeutic magnets. It will promote the magnet products in a five-minute infomercial featuring Joe Namath scheduled to air later this month.

LCS continues to grow the database by forming joint ventures with other sites to use their e-mail lists and through sweepstakes.

"We are trying to build a network of golf sites that pulls e-mail addresses together, and then sell them to advertisers," said LCS COO Alex Bruni.

LCS recently announced that GolfUniverse will be positioned as an Internet service provider offering unlimited access for $19.95 per month. Subscribers to the service will receive discounts on merchandise, a CD-ROM golf course directory and a three-month free membership at PlayGolfNow. LCS expects to attract 50,000 subscribers in the next two years.

"Where we differ from normal golf sites is we're trying to create opportunities for merchants to get together with purchasers," said Bruni, who added that golfers are in demand among travel, financial services, credit card and apparel advertisers.

Millard Wins Back Time-Life Files

The Millard Group, Peterborough, NH, has brought back to its management the entire Time-Life file, which includes all the individual Time-Life book, music and video lists, master files and enhanced products, as well as Heartland Music lists.

Millard is currently managing the Time Inc. corporate database and managed all the publisher's files until three years ago. Millard's ability to add value through its brokerage and consulting work convinced Time-Life to add management as well.

"I am very excited to extend this relationship into a third dimension," said Howard Kaufman, vice president of marketing for Time Life.

Individual magazines aside, the publisher's book, video and music lists

cover categories ranging from history, cooking and gardening to classical and hard rock music.

"Time-Life is one of the premier direct marketing names in our industry," said Millard Group president Ben Perez. "Along with Heartland Music, Time-Life provides mailers with a myriad of selectivity and responsive names."

Millard plans to add new selections to the files to expand their usage for a wider range of offers.

Fasano Gains Warner Bros. Lists

Fasano & Associates, Los Angeles, has boosted its retail list management by adding the Warner Bros. Studio Store and Catalog buyers files representing more than 1 million names.

The new-to-market retail buyers file has a universe of 970,820 names and the new catalog file has 135,200 names. While retail buyers are not automatically mail-order buyers, the generally large universes of these files make them useful for mailers, said Susan Gilbert, president of Fasano List Management.

"There is a lot of selectivity and segmentation that makes [Warner Bros.] applicable for catalogers," Gilbert said. "For a children's catalog, you could select a children's product, apparel or toy buyer. A cataloger can make a retail list work if it's narrowly niche oriented."

In addition to catalogers, Gilbert said retail lists also work well for telemarketers. Data on retail buyers is captured at the SKU product number level and placed into categories.

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