This is elementary stuff, but it is worth explaining.
What’s the difference between a list broker and a list manager?
Most people, and that includes some people working in this business, don’t really know.
After all, no one ever said “When I grow up I want to be a list managerâ€.
The answer is really quite simple:
A list broker works on behalf of a mailer: recommending lists to mail, securing maildates and ordering lists.
A list manager works on behalf of a list owner: renting or exchanging a particular list, billing, collecting and distributing list owner revenue.
The job of the broker is to get the best lists and deals for the mailer. The manager wants to maximize list rental revenue for the benefit of the list owner.
Sometimes the same company acts as both a broker and manager. Negev Direct brokers for World Jewish Congress and also manages the World Jewish Congress list.
Other times, the functions are split between different companies. Negev Direct brokers for AIPAC mailings but another company manages the AIPAC list.
The bottom line? Know what functions a list company can provide for you and choose a broker and manager with experience in your particular niche.
David