Holistic, which won the Emap list from Tri-Direct, has been appointed to restructure Emap's list rental database to ensure it continues to be highly attractive for list buyers, as well as proactively selling the database.
Holistic has already restructured the Emap database so that list buyers can select consumers by their profile across all titles, rather than just select them by the titles they read. Emap says this has allowed it to expand its data universe and focus on continued list growth across all titles.
Nigel Waters, commercial manager at Emap, said: "We approached Holistic to manage our database because of its reputation as a list management company that is highly proactive in selling data. Holistic has a highly experienced sales and marketing team with proven expertise in proactively and responsibly selling data.
"We were also impressed by the strong strategic approach to data strategy which it takes, one which will ensure that our database remains relevant and popular for list buyers, yet also meets our media sales strategy."
The Emap list has been complied using data from subscriptions, reader offer buyers and competition entrants. The ratio of women to men in the database is roughly equal.
Jeremy Saul, list and sales manager at HLM, said: "Emap is another prestigious list to add to our expanding portfolio. We have already focused strategically on their database to look at opportunities to make it more attractive for list buyers.
"As a result, we have broadened the search and selection options available -- an approach which will offer many more potential sales leads to list buyers. Also, we are looking forward to making this database a highly profitable one, not only for Emap, but also for those who buy this data."
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