Media Marketplace Consolidates Amex File
The file consists of 11 lists and more than 4 million names. The new lists are the 1.17 million-name American Express Sweepstakes respondents, 221,471-name Travel & Leisue Golf subscribers and the 20,000-name Food & Wine Magazine Official Wine Guide buyers. An American Express Publishing Corp. enhanced masterfile will be available in the first quarter of 1999.
The subscriber files to Food & Wine (756,056 names), Travel & Leisure (862,647), and SkyGuide (123,577) and the buyers files for the Food & Wine Cookbook (230,000), Quick From Scratch Cookbook (52,745), Smithsonian Guide (50,000), Appointment Book and Diary (800,000) and Checks in the Mail (80,000) will be available Jan. 1.
The first two lists were managed previously by Stevens-Knox, New York, while the rest were with List Services Corp., Bethel, CT, according to Media Marketplace president Stephen Reustle.
"We view American Express Publishing as the premier publisher of the affluent, sophisticated audience and we wanted to create an environment to reach these readers and describe them in a way that is consistent,'' said Mark Stanich, vice president of consumer marketing for AMEX Publishing.
"We have benefited from the affluence in America. More people are traveling and appreciating premium wines and different foods out there. With the growth we have experienced over the last few years, it makes sense for us to do this at this point.''
All lists will be overlaid with demographic, psychographic and lifestyle data. Base pricing for the masterfile and individual lists is comparable while selections to the masterfile will include upcharges, according to Media Marketplace executive vice president Guy Crossley.
Media Marketplace, a division of Marketing Services Group, Inc., New York, specializes in the management of publishing and non-profit lists.