Publsihers in the data chase

I was surprised at the gloomy picture that was painted about obtaining effective business-to-business records in the article on databases (MW September 29). Magazine publishers are one group who are responding to the market’s need for quality data.

In addition, the problems raised in the article about identifying decision-makers and accessing up-to-date to satisfy the stringent independent circulation audits by ABC and BPA.

In June, Miller Freeman Direct was launched to provide a range of database management services to help clients get the most of their data. With many other publishers beginning to offer similar services, clients no longer need to search in vain for the Holy Grail. Effective business-to-business databases are out there after all.

Charles Arthur

Executive director

Miller Freeman Direct

London SE18

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