Walter Karl to Market Current Inc. Files

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Walter Karl Inc. was selected yesterday by Taylor Corp. to take over management of the Current Inc. catalog files and alternative media programs effective Oct. 22.


Current is a marketer of consumer goods such as stationery, labels, kitchenwares and paper goods.


With more than 1 million buyers, the Current Inc. files are the catalog master file, change-of-address file, life phases file, Christmas buyers file, gift buyers file and holiday product buyers file.


Selects on the files include geography, recency, gender, product, dollar, credit card buyers and multi-buyers. The base price is $95 per thousand.


The catalog master file is 95 percent female with an average unit of sale of $50. The buyers range in age from 35 to 55 and have a median income of $50,000 per year.


The Current alternative media programs include bind-in, blow-in and package insert programs.


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