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Published on: 9/10/2007
Last Visited: 9/10/2007
Goldstein, set to retire as president of IDG List Services, offers advice on industry trends
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International Data Group announced last month that IDG List Services President Deb Goldstein is retiring at the end of September.Goldstein has been with IDG for 21 years, including 16 as president of the list unit.
In that time, Goldstein has witnessed many changes in the list industry, including the shift from being a fairly straightforward list management business to becoming a strategic media partner to its mailer clients and an ally to publishers in furthering audience development.As Goldstein puts it, "We're not a list company anymore.We're a data services provider."
In 2005, the Direct Marketing Association named her List Leader of the Year.Goldstein spoke with BtoB about some of the most important issues in the list industry today, including the ups and downs of direct mail and e-mail marketing.
BtoB: E-mail is an important marketing channel, but challenges remain.What are the biggest challenges of b-to-b e-mail marketing from the list industry perspective?
Deb Goldstein: Deliverability is a big issue.
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Goldstein: I've seen a decline in the past 10 years of at least 10% to 20%.
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Goldstein: We were very reticent to put our numbers on the market.
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Goldstein: I've been in the list business for 25 years.