VentureDirect, McGraw-Hill disclose joiner

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New York--VentureDirect Worldwide said Monday that it has won the rights to manage the list of customers purchasing texts from the McGraw-Hill Professional Book Group. The move means VentureDirect will be able to reach professionals in architecture, aviation, construction and 12 other vertical industries on the McGraw-Hill customer roster. VentureDirect will add to the McGraw-Hill lists its own data on the age of the customer, dollars spent annually and recent purchases. The move comes as VentureDirect leads an industrywide push to provide print direct mail services in the same integrated purchase with interactive e-mail advertising. List brokers steering business to McGraw-Hill will get a 20% commission on the list of names, up from the 10% commission previously paid. To make marketers aware of its access to the McGraw-Hill list, VentureDirect, New York, plans a marketing campaign that will include direct and interactive e-mail.
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