Today we meet Chaim Lazar, president of Net 60 LLC, a list brokerage and management firm he founded in 2004.
Lazar previously worked at Contact Marketing for three years. He came to the list business from IDT Corp. and Net2Phone, two related companies where he was involved with marketing voice over internet protocol (VoIP) telephones during the 1990s.
At IDT, Lazar got his first exposure to the direct mail business through renting lists, he notes.
On the side, he engaged in some other ventures as well.
“During my time at IDT, I started a company called Tutor Match,” he says. “It was the first online tutoring company and we were compiling lists of tutors.”
Right now, he believes the list industry is in a period of returning to basics.
“I think it’s a smaller industry going back to what it was in the 1980s,” he says. “There are fewer quality list brokerage houses but there are fewer companies that are just reselling other people’s data. The economy weeded out the weaker list brokerages and the weaker lists that were on the market.”
List owners are more appreciative these days of whatever revenue you can collect for them, Lazar notes. But there’s also a flip side.
“I think the recession raises new opportunities,” he adds. “You need to look at what the demand is
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