Wine, tools and sports magazine brands name new list managers

It’s only a few days into the New Year and list managers Direct Media Inc., MeritDirect and Lake Group Media Inc. are toasting to new client wins.

Direct Media has won management of the Wine Insiders file and MeritDirect is new manager for the Auto Body Toolmart list. Lake Group was awarded management of the Sporting News magazine file.

Previously known as A Taste of California, Wine Insiders is a direct marketer of upmarket wines with three membership clubs. The list of 64,000 names is primarily affluent women with an average age of 45 and a household income of $75,000-plus.

The Wine Insiders database makes ideal prospects for food, gift, fundraising, home décor, general merchandise and publishing offers, according to Direct Media, Greenwich, CT.

With Auto Body Toolmart, MeritDirect gains file management duties from a leading direct distributor of specialty tools and equipment.

Auto Body Toolmart’s database contains direct mail-responsive blue-collar businessmen who also buy tools online at Many names on this list spend more than $450 a year, per MeritDirect, White Plains, NY.

The Auto Body Toolmart file of 37,000 active names is available at a base price of $100/M. The file is idea for automotive magazines, uniforms, industrial furnishings and cleaning supplies.

Meanwhile, the Sporting News file is now on the market for the first time. Sporting News is the oldest U.S. sports publication, covering sports 50 weeks a year in and out of season.

Subscribers to the title are passionate sports enthusiasts. This makes them ideal for sporting goods, electronics, entertainment and apparel offers, according to Lake Group, Rye, NY.

The list comprises 677,379 names at $105/M. The November 2006 hotline has 49,006 names at +$16/M and September to November 2006 hotline of 169,396 names at +$11/M. The catalog rate is $80/M and fundraiser $75/M.

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