Signs of a shift in list trends

The 1998 Catalog Age Benchmarking Report on Lists and Databases shows that catalogers are becoming less guarded about sharing their list data with their competitors. Only 45% of total respondents this year do not make their file available, compared with 50% of respondents last year. And slightly more respondents this year than last-20% vs. 15%-rent their list to both competitors and noncompetitors.

For more survey results, turn to our 1998 Lists & Databases Benchmark Report feature, p. 63.