Updated NextMark Tool Adds List Popularity Index

NextMark Inc., Hanover, NH, announced yesterday the release of version 5.3 of its online list research software, which adds a ranking of mailing lists by popularity.

The List Popularity Index rates the more than 45,000 lists on the market from 0 to 100, with 100 being the highest. NextMark calculates the scores with a proprietary algorithm that analyzes recency and frequency of specific list titles from more than 100,000 outside list recommendations made in the past 12 months. Scores are updated monthly.

These lists made the LPI top 10 for October 2004: Hammacher Schlemmer Mail Order Buyers, ALC of New York; The Lifestyle Selector, Equifax Direct Marketing Solutions Inc.; J. Jill, Millard Group; Coldwater Creek — Northcountry, Millard Group; Plow & Hearth, Millard Group; Lillian Vernon Mail Order Buyers, ALC of New York; Frontgate, NRL; The Company Store, ALC of New York; Garnet Hill, Millard Group; and Ross Simons Masterfile, ALC of New York.

The index is available only to users of NextMark's list research system. A free trial is available at www.nextmark.com/products/listresearch.html.

NextMark demonstrates the system at next week's Direct Marketing Association annual conference in New Orleans.

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