Media Horizons steers away from co-op model with new database launch

Media Horizons Management launched a database of 32 million names last week as part of its continuing expansion of data services. The company, which has its roots in list brokerage and inserts, branded its latest undertaking EnVision.

“There are plenty of co-op and demographic databases out there,” said Jim Kabakow, CEO of Media Horizons Inc. “We wanted to offer something different.”

Kabakow argued that transactional data was what made the database, which is powered by Alliant, unique. It combines transactional data along with demographic and lifestyle information.

“No matter how large some of the traditional demographic slices get, it's never going to be as effective at converting as a buyer file,” Kabakow said.

Marketers can match offers to buyers' interests, hobbies, income, gender and lifestyle data. The leads are postal, telephone and e-mail addresses.

EnVision's transactional data is not based on compiled data and users of the list are not required to contribute their own customer data to the database.