Fasano and Associates, Los Angeles, has reactivated the Storybook Heirlooms Families Database of 1.5 million 12-month buyers through Z-24.
The database consists of the After the Stork, Just for Kids and Playclothes files, which were bumped up against the Z-24 database.
Although these files have not mailed since 1998, 64 percent have made a purchase from another Z-24 participant within the last six months. Mailers can select Z-24 best recency to reach these buyers.
Additional selects include geography, gender, income, presence of children by age range and product affinity.
The database is 85 percent female with an average unit of sale of $100.