*Worldata, PC Magazine Build Opt-In E-Mail List
"We are not grandfathering in any names whatsoever," said Jay Schwedelson, corporate vice president at Worldata/WebConnect. "From name No. 1, we are working with Ziff-Davis to create an opt-in permission-based file."
Business and consumer subscribers wishing to opt in to the file will be able to do so within the next week or two at various Ziff-Davis Web pages that are in beta testing, Schwedelson said.
Although the opt-in process has not officially begun, the file is expected to be available in October, he said.
Initially, the list will be offered as a master file and will be relatively small, but by year's end, he expects considerable growth and the addition of selections for better targeting.
"Rather than just hurry to market with a large database, we'd rather grow the database properly," Schwedelson said. "We will not in any way, shape or form be using e-mail append to build this file."
Once the list is on the market, usage will be limited to help maintain the integrity of the file. The limitations will protect consumers from being bombarded with offers and reduce list fatigue, Schwedelson said.
With a circulation of more than 1 million active subscribers, the PC Magazine postal file will continue to be managed at Direct Media Inc., Greenwich, CT. The file is 67 percent male with an average annual income of $82,000 and an average age of 45.