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. . . AND BOOSTING DATABASE USE;ACXIOM TO RESTRUCTURE PUBLISHER'S 12 MILLION NAMES

By Published on .

In its efforts to expand the use of its circulation database, Conde Nast Publications has formed a relationship with database service bureau Acxiom Corp., which will help restructure the publisher's 12 million-plus names.

Conde Nast ended a four-year relationship with MetroMail last spring and has moved its database operation from Boulder, Colo., to New York under Database Administrator Isabel Osius.

ABC RELATIONSHIP DISCUSSED

Ms. Osius said she's also discussing "a relationship for database auditing with" the Audit Bureau of Circulations that she hopes could become an industry standard.

"They're not offering the service yet," said Steven Jacoby, corporate marketing director at Conde Nast. "We requested it."

"We think databases should be used more and more in terms of syndicated research," said Conde Nast Exec VP Jack Kliger. "We've always had a commitment to customized research."

Aside from direct marketing, Mr. Kliger said the database can be used increasingly to help advertisers learn more about their customers and to benefit corporate marketing efforts.

Earlier this year, President-CEO Steve Florio told publishers that competition was outside 350 Madison Ave. rather than inside the building (AA, July 1).

Conde Nast currently has over 100 corporate marketing programs that use three or more of the publisher's titles, according to Mr. Jacoby, and it would like to increase that number and add more cross-selling programs.

`GIFTS OF STYLE' SUCCESSFUL

He cited as successful the 1995 "Gifts of Style" Christmas catalog, which brought 14 ad pages into the company stable.

Under this program, interested publishers could offer one marketer per title a page, with a phone number for orders, in "Gifts of Style," mailed as a stand-alone catalog to a company's 25,000 richest readers.

The concept was used again in a June "Best of Summer" effort with advertisers including Aveda, Mercedes-Benz of North America, Giorgio Armani and Waterford Linens.

It reappears this coming holiday season.

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