Millard Takes Over REI List

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Millard Group Inc., Peterborough, NH, announced its appointment yesterday as list manager for the Recreational Equipment Inc. catalog and Web-buyer file of 635,000 names.


REI buyers are 54 percent male with an average age of 40-44 and average household income of $78,000 - $85,000. The average unit of sale on the file is $96.


Selects on the file include geography, recency, gender, source, dollar and product. Activity and product categories include camping, hiking, climbing, cycling, paddling and winter sports.


The base price for this file is $95/M.


Millard recommends this list for apparel, accessories, children's, fundraising, membership and general merchandise offers.


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