Novus Takes Over Comtrad Catalog File

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Novus Marketing Inc., Tarrytown, NY, has been named list manager for Comtrad Industries' 175,000-name catalog buyers file.


Comtrad Industries, Midlothian, VA, is a multimedia direct marketing company of fitness and health, electronic, pet, auto and home-technology products. It mails 900,000 of its Tech Update catalogs monthly.


The company was founded to create products to be marketed via infomercials, but the high costs of DRTV caused it to become what Monica Smith, Novus executive vice president for list management, called an infomercial in print.


"The Comtrad Industries buyers bring a technically sophisticated catalog purchaser to the market,'' said Novus president Joanne Capria.


Buyers spend an average of $145 per order, and 164,000 buy through direct mail. Novus, which specializes in the management of catalog and publishing files, took over the account from Names and Addresses, Chicago, which had maintained it since 1986.
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