Polk Co-Op Surpasses 50 Million NamesThe Response Selector, the publishing and catalog cooperative database managed by the Polk Co., Detroit, has reached 53 million names in its eighth month on the market, the company announced Friday.
Since being unveiled at the 1998 DMA Fall Conference, the co-op has attracted over 80 publishing titles and over 50 catalogs. A total of 32 million names each are available for catalog and subscription offers while 11 million names have both catalog and subscription recency, frequency and monetary history.
TRS is unique among co-ops for not requiring a mailer to contribute their house file to rent prospect names. Contributors, however, do receive a 20 percent discount on list rentals from the database. The RFMplus co-op of 60-day catalog buyers managed by an alliance of four firms will rent its database to non-catalogers with no contribution requirement while the Abacus Alliance and Z-24 and CircBase from Experian Direct Tech will rent their databases to mailers in vertical industries deemed non-competitive to their members.
Transactional data submitted to the co-op is overlaid with demographic and pyschographic data from the Polk databases TotaList and The Lifestyle Selector. TRS is updated monthly.