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zines to find list brokers. A list broker is paid by the person who owns the list. You won't be charged for the service. Online you can find melissadata.com, experian.com, and infousa.com. These are list companies who can help you find the targets you want for mailing. They also have email lists available, but emailing gets to be a bit of a challenge because of the CAN-SPAM Act which prohibits emailing to a list unless the people in the list have either been past customers of yours or have agreed to be on a particular advertising list. Also, listed under the heading of "mailing" in your Yellow Pages you will find the names of lettershops that can do the mailing for you. Most lettershops can also serve as list brokers to help you reach the customers you want. Can you imagine a business that sells business products to other businesses placing its advertising in a home improvement magazine? What good would an ad geared toward men do if published in a Woman’s Magazine? How about an ad written to adults published in a Teen Magazine? I’ve written countless advertisements to go in newspapers when only a small number of people who would have an interest in the products read the newspapers. These were a real waste of money to try to reach the narrow-market for the product I was selling. But what did I know back then? Advertising in magazines specifically geared toward my customers’ interests, or mailing advertising directly to these customers would have made much more sense, and been more cost effective. If you sell a repeat product that appeals to a wide segment of the population, such as pizza or groceries or drug store items, you can advertise it almost anywhere. Even phonebook covers can work here. © 1994-2009 Don Schenk
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