SPECIAL FEATURE: A Major Outreach Program Pays Off Monday, April 30, 2007   By Chandra Johnson-Greene More than the standard ‘here’s a list—do you want to rent?’ approach When Jay Schwedelson, corporate VP, Worldata, took Dennis Publishing (Maxim, Stuff and Blender) on as a client, he realized that the brand marketers who would benefit the most from the company’s list of young, active male subscribers were not buying them. “We did a major outreach program to advertising agencies instead of traditional buyers in order to attract consumer electronics companies and auto manufacturers,” says Schwedelson. “We made significant inroads into driving sales from these major marketers who before were not utilizing the lists. It made a huge difference.” Other important areas that Worldata focused on in Dennis’ case included putting its extensive list of email addresses to good use and implementing lead generation for other marketers. And as a result, Dennis’ list revenue has increased by 30 percent. “Bringing our email lists to the market as well as lead generation has been a very robust revenue driver,” says Charles Mast, consumer marketing director, Dennis Publishing. “We’re going to keep trying to attract additional mailers that are looking for young, active men and I’m sure that Worldata’s going to find them. They have a lot of good relationships with agencies as well as the ability to bring lists to non-traditional mailers. I'm sure it is going to continue.” Schwedelson says that Dennis Publishing’s list success is due to Worldata’s unique way of working with its clients. “Our approach is not just the standard ‘here’s-a-list-do-you-want-to-rent’” says Schwedelson. “Our overall relationship with our clients is based on how we can help them drive revenue, whether it’s from email or direct mail lists. It’s about what we can do to expand the market. This approach has allowed us to be successful.”    Dennis Publishing List Stats Dennis Publishing Masterfile: 5,440,854 million individuals Maxim:  3,227,433+ postal names; 600,000+ email names Stuff: 1,999,193+ postal names, 200,000+ email names Blender: 1,373,425 postal names; 150,000+ email names What services do you broker beyond Direct Mail, Email and Telemarketing? Co-Registration Email Delivery and Append Search Engine Optimization Click-to-Call Keyword List Name